Media producers like to categorise audiences to make it easier to advertise and draw them in. Demographics are used to categorise people according to their income.
A- Top management, bankers, lawyers, doctors and other professionals
B- Middle management, teachers, creative jobs e.g. graphic designers
C1- Office supervisors, junior managers, nurses, Specialist clerical staff
C2- Skilled workers, tradespencersons (white collar)
D- Semi-skilled and un-skilled manual workers (blue collar)
E- Unemployed, students, pensioners, casual workers
The use of categorising people in classes became unfashionable and so media producers started thinking of audiences in different ways
Mainstreamers
Make up 40% of the population. They like security, are concerned with stability and mainly buy recognised brands and consume mainstream texts.
Aspirers
Aspirers seek to improve themselves. They tend to define themselves by the high status brand names which they own and consume. They want status and the esteem of others and they like status symbols, designer labels etc. Live off credit and cash.
Succeeders
People who have already got status and control, they feel secure. Generally they are in positions of power. They buy brands which reinforce their feelings of control and power.
Reformers
Define themselves by their self-esteem and self-fulfillment. They actively consume environmentally friendly products and buy brands that are environmentally supportive. They have caring and responsible ideals.
These category's define groups by the way they think and media producers would develop their media text to suit their target audience.
Media producers use these groups to identify which they are going to target and therefore create an opening sequence to accommodate for the wants of the audience.
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