Young and rubicam’s theory known as the 4C’s which created a segmentation for the main motivations for all man kind. it was a system where you could find out more about the positive and negative aspects of brands that people brought. The system was also aware of people from different countries with different cultural background which the system accepted and completed ruled it out, which then was known as the ‘Cross Cultural Consumer Characterisation’ or 4C’s for short.
The 4C’s then split the consumers into 7 section:
– The Explorer
– The Aspirer
– The Succeeder
– The Reformer
– The Mainstream
– The Struggler
– The Resigned
For our short film’s target audience we thought it would be:
– The Explorer
– The Mainstream
due to the fact that Explorers are curious and they life differences and being different, the mainstreams because they seek security the most out of everything. they are also very well family and friends oriented and are always thinking about other people before themselves.
Frame - Short film 