G324 - Target Audience Brief

We have decided to target both males and females from a wide variety of ethnic backgrounds between the ages of 15 and 25. This is because we believe that the song itself is more directed at this age group. The song itself clearly indicates the importance of remembering memories and taking a record of them, through the repeated symbolism of polaroid pictures, which makes it appear that it is aimed at younger people who potentially don't understand this importance. There is a sense of nostalgia surrounding the video as well as it appearing to be a form of passing on life advice, more appropriated to a slightly younger audience.


We aim on targeting the middle class as this is the most common demographic for folk music and therefore the most likely to watch our music video. It is therefore important that our actors are from this demographic and that the locations we use are reflective of this social group as this is the easiest method of targeting the specific demographic.

We will be applying the Uses and Gratifications Narrative Theory to our music video which relies upon the participation of the audience to be understood and accepted. When Uses and Gratifications Theory is applied, the audience are more likely to be attracted by more diverse and harder to understand narratives which require attention. This chosen method will help to establish genre and give the audience a sense of a story.

We will mirror these intentions and methods within the creation of our digipak and magazine advertisement in order to retain the links between them and in order to allow the promotional package to attract the right audience for the video.

Goodwin's music video theory suggesting that all music videos contain at least one of seven conventions has been deeply considered and the conventions which we are likely to follow are:

1. All videos demonstrate certain genre characteristics; our artist will be constructed in a casual manner and the symbol of the guitar will be employed throughout our video.

2. There is always a relationship between lyrics and visual.; there will be a clear reflection of the lyrics in the visual at points throughout the video.

3. There is a relationship between the music and the visuals; we plan on cutting our video on beat.

4. The demands of the record label that need for lots of close ups of the artist in order to promote them; we plan on including some close ups of the artist throughout however, due to being a folk music video, there will not be as many close ups on the artist as there would be if we were making a pop video.


We also plan on mirroring Todorov's views on narrative by following the typical five stages. However, we plan on ending the video at the Restoration aspect, never quite regaining the equilibrium. The five stages of a narrative structure are:
Equilibrium; where every thing is at peace and nothing is wrong.
Distribution; where a problem or challenge arises.
Realisation; where the protagonist realises the problem and everything is in chaos.
Restoration; where the protagonist tackles the problem and tries to restore the chaos.
Equilibrium; where the problem is solved and every thing returns to normal.

Posted by Olivia Calver