Target audience analysis
- Adam Haynes
- Sep 13, 2017
- 9 min read
In this blog post I will be analysing some promotional and corporate videos.
The first video that I will be analysing is from a company called corporate connections:
The video for this company starts with some graphics showing the world and the links that the company has made around the world. There is also some bold text showing the names of places that this company has reached and developed. The text is very large which helps the viewer see exactly what the creator/company is trying to get across, in this case the places that they have connected. Large text can be very useful in a promotional video as it gets the attention of the viewer.
The video then goes on to show lots of very important looking people talking to each other, this instantly makes the viewer think that it is a high quality company as smartly dressed and well presented people are involved. Most of the people in this video look as if they are 40+ this may also tell the viewer that they are experienced and know what they are talking about.
Further on the video begins to show some of the well dressed people being interviewed about how the company has helped their company grow and show their full potential. This really makes the viewer consider how successful this company is considering that many of these clever people have been helped by it so the viewer may be considering signing up to try and get a place in the company.
The video then continues to show people being interviewed about the company and other shots of people in meetings together. When the meetings are shown they look very well organised and professional, this is another aspect to insure any potential new customers that corporate connections is nothing but professional. The audio of these people talking is overlaid over different shots such as the meetings, interviews or the group having lunch. This is effective as it shows that there is a lot going on but it is still civilised.
Every time someone new is being interviewed their name is shown and their position is also stated, this helps the viewer to understand what the subject does in the company. I believe that this is very helpful as it tells you a lot about the person with just a little bit of text. I will definitely use text to show who someone is in my video.
Next I am going to talk about the colour grading for this video. The colours are very flat and dark this is another indicator that target audience is towards the older end of the spectrum. If there were a lot of bright colours I would believe that the video was aimed towards children. The rest of the video just shows all of the members talking in groups and being interviewed.
The very end of the video shows some graphics work that shows some key words that describe the company such as 'strategic, exclusive and professional' I don't think that this is very effective in the video as it doesn't seem to fit with the rest of the video and the graphics work is very similar to what was at the beginning of the video.
Overall I believe that this video is very well suited for the target audience as it shows the important information that you would want if you were interested in investing/buying into this company. The video also has a good pace for its target audience as it is not too fast and the viewer can easily see what is going on.
My connotations of this video are professionalism, knowledge and power. These are my connotations because they are the things I think of when I see this video. I see many people dressed very smartly which makes me believe that they are professionals in their field. When I see all of these people around the table conversing it implies that these people have knowledge. And when I see the owner of a big company like this I think of power as they have control over every single person in that room
My denotations of this video are money, intelligence and good ideas. These are my denotations because the first thing I think of when I see a big successful company like this is money, I instantly think of knowledge when I hear someone that their company used to turn over a few million and now they turn over more than 65 million. When I hear the owner of corporate connections talking about his company all I can think of is good ideas because what he has done is rather simple but has made him and many others a lot of money.
The next video I will be analysing is a tesla commercial:
The next scene shows a man driving the car on a very scenic drive, this sequence is very visual pleasing to the viewer as the colour look very nice and the drive looks very peaceful. We can assume that the man driving is the little girls father. The colour grading in this clip is very nice, the colours are very vibrant which gives a very nice feel to the video. So far I am unsure of the target audience of this video. It has to be for people who are 17+ as it is a car advert but I can't tell if it is for drivers with 10 years of experience or drivers with 30 years of experience
The video then shows the little girl looking sad. This suggests that she is sad because her dad is away and she isn't with him. In this video the emotion has changed very quickly.
The video then shows the car pull up to the curb and the subject steps out of the car;
We then see the little girl running and she gets picked up by her dad, so my guess was correct. The driver of the car was her father and she was sad when she was away from him. The sequence of this video is very sweet, the girl is very happy when she meets up with her dad again.
Overall I really like this video and I have come to the conclusion that the target audience is just drivers in general. There are no key indicators that there is a certain age target but more of an open audience of drivers. The quality of this video is very high. The camerawork is incredible and the colour grading is perfect for the effect that the video is trying to put out. I think that this video is successful in promoting the tesla. It shows how a car can make people happier because if it wasn't for the car then the girl may not have seen her father for a bit more time. The soundtrack to this video is a very happy melody which keeps the viewer in a good mood throughout even though the girl looking sad could bring some people down the music continue to cheer the viewer up.
My connotations of this video are enlightenment, pleasure and happiness. The reason I think of enlightenment is because the visuals of this video are very up lifting. When the man is driving the car along the road and it it very smooth. He seems to be enjoying the drive, this implies that the driving the car is pleasurable.
The final video I will be analysing is a song by Playboi Carti called New Choppa;
The first shot of the video shows Playboi Carti (Right) and A$AP ROCKY (Left) sitting on a sofa, both of them are smoking drugs and drinking alcohol. This instantly shows you what both of their lifestyles are like. They do not like to abide by the laws and rules, This is a big part of all of their videos. They like to be reckless and misbehave.
Overall I believe that it's not a good thing to promote a lifestyle like this but they do it anyway and it attracts a lot of people to it. I guess that the target audience for this style of music is teenagers up to 30 year olds because that is that age of most artists in the rap genre. The video is quite fast paced and upbeat which keeps the viewer intrigued.
All of these videos have different feels and target audiences. I am going to compare the first two videos that I analysed. I believe that both of the videos are aimed towards older people, they both have a calm mood and not a very fast pace. The tesla video is a lot brighter than the corporate connections and that is proven throughout the video as seen in my screenshots. Both of these advertisements are on a small scale as they have only been posted on YouTube and no where else. The CC advert is very formal whereas the tesla video is very informal as it doesn't say much about the car but you can see a lot of its features.
Next I will be analysing some album artwork. This is the album cover of Playboi Carti's self-titled album 'Playboi Carti'. As you can see from the image above Playboi Carti is laying on a huge bed with two young girls. This is a big indicator of Carti's lifestyle, he is also holding a joint (cannabis) in his hand. Further proving my point that he doesn't like to abide by the laws and rules. The colours on this cover are quite dark this may be foreshadowing the type of music and lyrics he raps on this album. From this cover I would think that he will be rapping about girls and drugs because they are the key focus of the cover. Also Carti is wearing some jewellery around his neck, this emphasises that he has a lot of money
The next album art I will be analysing is Lil Yachty's New album titled 'Teenage Emotions'. The artwork on this album is very different to Carti's cover. This cover is full of many colours and the selection of people is very different to Carti's album. On Carti's cover there are only 2 people and both are young and half-cast whereas on this cover there is an albino boy, a girl with vitiligo and a gay couple to name a few. Yachty said this before the album was released "To my true fans, there is no more confusion. My album drops May 26. This is the cover and the tracklist. Embrace The Youth." From this you can get that Yachty is really for the youth of today. This suggests that the music on the album will be very happy and uplifting. Like Carti, Yachty is wearing a lot of jewellery around his neck. Yachty is know for spending a lot of money on custom made jewellery, below are a few examples;
In conclusion I think that both of these album covers are effective as they both give you a glimpse of what to expect from the album. Although both artists are from the same genre they both have very different styles. Yachty is very relaxed and soothing but Carti is very fast paced and hard. This really shows the diversity across a single genre. Both covers have their own similarities and differences but both definitely promote what they stand for. Yachty stand for diversity and happiness in yourself whereas Carti promotes breaking the rules and being reckless.