Understanding Different Consumer Segments and Lifestyles

Vals Value Attitude Lifestyle

innovators Forward thinkers leading the charge for change Confident, image conscious Prefer finer things in life Steph and Dom posh rich, didn't t say much about the political they just talked about how it has no neck , wine cabinet in Sitting room Chris and Steven also , talk about what people look like on the television, image conscious, nice car and house.

achievers Motivated by achievement Live conventional lives , politically conservative, bill Josef chess champion, they didn't t agree with political broadcast, play safe eat tea and biscuit and formally dressed Stick to what they know, don t take any risks, play safe

thinkers Mature, responsible, educated and proffesional They are informed about what is going on in the world have high income, micheal family, children go to uni, parents don t agree with most things

beievers Moderate incomes, fairly conservative Make predictable decions in life Traditional , life centred on family, church, community and the nation Sandra and predictable, religious have a sign saying jesus dsave us on their tv, been n relationship for 20 years so uno they are traditional

strivers Motivated by achievement, Chris and Steven fake it till you make it like finer things life although they are hairdressers, accent isn't as formal/posh,

Experiencers Youthful and constantly on the go Avid consumers, spending heavily, pn clothing food Tapper family

Dom and Steph Dom Xfactor Steph Xfactor Political Broadcast She didn't t really give her opinions on the political broadcast maybe because she is image conscious due to her social image and especially being on television except for the fact she mentioned they have no neck . Political Broadcast Dom and Steph are innovators meaning they are confident and not afraid to say what they think however they very image conscious. We can tell they like the finer things in life as they have a nice big house and cars and they also have a wine cabinet in their sitting room which isn't very common in ordinary houses. The also both like to talk about how people look like.

Sandra and Sandy Sandra Xfactor Sandy Xfactor Political Broadcast Political Broadcast Sandra and Sandy are believers meaning their life is centered on family, church, community and the nation. They have been friends for 25 years which shows they are quite traditional. Together they are very predictable ordering the same takeaway throughout every episode which means their reactions would also be easy to predict. I know they are traditional because on the top of their television they have sign representing their religion.

Josef Xfactor Bill and Josef Bill Xfactor Political Broadcast Political Broadcast Bill and Josef are achievement motivated, their lives are very conventional and they usually just stick what they know as observed they just keep it simple and drink tea and eat biscuit every episode, which suggests they don t take risks. They are politically conservative meaning they have traditional views and values on politics and we know they are very achieved because they are chess champions and also they sound very well read.

Chris and Steven Chris Xfactor Steven Xfactor Political Broadcast Political Broadcast

The Michael family

The Tapper Family

Horror conventions Low-key lighting Sounds (footsteps, loud, scary music, weather e.g. thunder, storm, heavy rain) Tension Jump scares Sudden movement

Semiotics preferred reading/ looking at conventional signs that make us interpreted something in a certain way (birds, phone call) Technical code (camera angle, lighting)

Lovefield

Deadman's Shoes The color red symbolizes danger, blood and death The color black symbolizes death, mystery