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Writer's pictureNick Saward

Audience Appeals


This poster for the film Charm City Kings immediately draws out attention to the boys face using framing technique fill the frame and the photography angle medium close up, giving us a personal view of the boys emotions. This plays on the audiences need to feel safe as we can see the boy looks scared or intimidated. Our eyes are then drawn back to the foreground by the technique leading lines with the buildings or the lights, revealing that the location also feels unsafe as we can see 2 people on bikes in the background, connoting gang affiliation or antisocial behaviour.


On the opposing side of the poser, taking up equal weight by means of using symmetry, we see family-like figures looking judgemental and concerned. Having such different figures on either side with the boy in the middle shows a conflict between the two or could symbolise a dilemma between them in the boys mind. This could be seen as a binary opposition.


This advert would be aimed at the reformer. Reformers are socially aware, so how better to appeal to this than a predominantly black film focusing on problems young people of colour face, and released in January 2020, a time when BLM covered our media.


As for them having a 'leading edge' in society, the tagline 'Life happens at the crossroads' appeals to this. Crossroads could go in any direction and therefore this implies choosing your own destiny, also appealing to the need to satisfy curiosity as they do not know where it will take them next.

As for their need for enlightenment, any non-black viewers are able to learn more about a life they will never experience, opening their mind to other peoples problems. As well as this, elite persons Will Smith is used, a hugely successful black actor who promotes tolerance and represents opportunity/the underdog. His slapping stunt at the Oscar's could also appeal to the reformer as something 'leading edge' or different.


Whilst the corporation used, HBO is very mainstream, it follows up by telling us it is a max original, making it more niche and therefore more likely to be enjoyed by the reformer. The reformer even seeks authenticity, which could be full filled by the referential code Sundance, assuring them of the movies quality.



The next piece of media I chose is a SKIMS advert featuring Kim Kardashian. Everything within this advert appeals to the aspirer.

First of all, the elite persons appeal. Despite her surname being in the title of the ad, she is only referred to as 'Kim' within the advert. She is so iconic and so famous everyone already knows who she is. As well as this, she applies to the 'beautiful persons' appeal due to being constantly compatible with the beauty standard as well as being consistently relevant and wealthy. The aspirer wants to be like Kim, she has everything they crave, making her the most persuasive device within the entire advert.


Appearance is very important to the aspirer and this ad shows Kim being busy and hardworking all the while remaining calm and having her own entire crew caring for her every need. The aspirer wants to be viewed as this effortlessly successful figure, making them more inclined to buy what she is selling. Taking appearance in a more literal sense, SKIMS is a spandex, coming in many forms of bodysuits, leggings etc. The aspirer wants to look their best, they want to have a better body than other people. Therefore the shapewear brand full fills their need for status.


They could buy any other cheaper spanx brand for the same purpose however SKIMS is more than its clothing - it comes with the brand name, appealing to the need for prominence and the need for autonomy (standing out because there is only one skims). Wearing SKIMS for them is a way of displaying their wealth and completing their need to achieve.


Kim is laying down reminiscent of someone or something very important, it almost looks like she is on a pedestal. Making her appear superior like this whilst keeping the camera eye level gives the audience the impression they are on her level. It tricks them into thinking them and Kim lead similar lives, making her seem more relatable and the advert overall more personal.


The lack of any text shows that SKIMS do not need to convince you to buy it- they already know that their audience wants it. They are self aware of how current and socially relevant their brand is.


Having the solid white background and slow movement visuals meanwhile the audio is hectic with phone calls and demands gives a sense of calm among all the stress, it shows Kim Kardashian as a put together woman, a woman who has it all - exactly what the aspirer aspires to be.


A client profile for this audience would consist of a majority women, as it is a feminine clothing brand. These women would have a sense of independence like Kim however could still have a husband or kids as spanx appeals to women who have given birth in order to recover post-partum. They would also have a good level of disposable income as SKIMS is a brand on the higher price end of shapewear brands.

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