Jessica, Becky, MeganAUDIENCE

ED SHEERAN – THE A TEAM

Who is the audience?

Using demographic profiling we have narrowed down who the song is aimed at.

Gender- the majority would be female, but many males would also be interested

Race - Western Audience – British & European

Age - 16-25

Socio-Economic…

Status – C1-E (Skilled non-manual, Skilled manual, semi skilled, unskilled)

Demographic profiling sorts people into different social groups based on key criteria they may share. This is good for the music industry as it makes different genres of music for the different social groups making it easier to work out who the audience is which the producers are targeting.

DEMOGRAPHIC PROFILING

There are four types of audiences:-

1. Mainstreamers

2. Aspirers

3. Succeeders

4. Reformers• This song is most likely to interest the category

‘Reformers’. This is because the video shows a girl, possibly in her late teens, having to stoop to the lowest of the low to get what she wants to be happy in life. This interests reformers as they want to make the world a better place but to do this they need to know what is happening in todays society.

• A new group has emerged recently and this is – the individual. This group responds to advertising and marketing that emphasizes quirkiness or individuality. This song could also be backed by individuals.

PSYCHOGRAPHIC PROFILING

• The target audience is the ‘Reformers’ the majority of them seem to be educated people such as teachers who apparently are more likely to buy eco friendly and health products e.g. free range products.

• The target audience as said before could also be ‘the individuals’ as the song does relate a lot to this type of audience as the girl used in the video seems to be an individual.

• Lifestyle groupings have been categorized

further still e.g. YUPPIES (young upwardly

mobile professionals) which could relate in

some way to the audience in this case.

GENERAL LIFESTYLES OF THE TARGET AUDIENCE

Name: Gabrielle Yuppies

Age: 18

Ethnicity: White British / European

Gender: Female

Occupation: Student - University

Interests and Hobbies: Social Networking sites, music, T.V, Socializing, etc.

AUDIENCE PROFILE

Editing: The video was in black and white, this would appeal to the target audience as it takes your attention away from the colours and what is going on in the background to draw your attention to the story which makes it more dramatic. It also symbolizes the darkness in her life and her struggle through what is supposed to be the happiest years of her life. The audience would most likely be educated/intelligent as it is a story which un-educated people would find hard to follow.

Cinematography: The camera work starts off low angle, making the girl look brave, toughing out the streets and homeless life. It then works its way up to high angle to make her look vulnerable as she starts to show her weaknesses e.g. no money, has to resort to prostitution, addicted to illegal substances.

Mise-en-scene: It is quite peculiar that the artist does not appear at all in the music video, this allows the audience to take in the full effect of the story being told. Props are very important in this music video as they tell the story for you e.g. the sleeping bag signifies her homelessness, the way she walks up to the BMW shows that she has resorted to prostitution in order to survive and feed her habits.

Lighting: Low key lighting is used to enhance drama, it is hard to notice the low key lighting as it is in black and white but you can tell with the contrast.

WHAT WILL APPEAL TO THE TARGET AUDIENCE

The Gratifications Theory-

Escapism and diversion- the music video entertains the viewer as it is a short film, it has a dramatic plot and makes the viewer want to know how her life turns out.

Personal identity- The video makes the viewer think about what they would do if they was in her situation, what they would do

differently and feel sympathy for her.

Personal relationship- Gives the viewer something

to discuss with friends, this makes the video

more popular and dramatic. (usually by word of mouth)

Surveillance- The viewers gain information about life

for people in that situation, mainly reformers.

WHAT DOES IT OFFER THE AUDIENCE