Right so, we are having weekly briefs in uni at the moment which at first I was horrified about but now i am definitely coming round to the idea and am finding it really useful for working on presentation skills.
This weeks was a much simpler task, having randomly selected a target audience from a hat (I got 35-40 year old women) we had to research as much about them as possible within the 7 days.
The copy that i wrote explains the audience well I feel and I had a great time creating the illustrations! After todays crit I can see that i need to improve several aspects but thought i'd upload what Ive done so far anyway...
COPY:
"This new and modern generation has reformed what the traditional middle-aged woman once was. No longer is it their sole duty to dedicate their days on all fours playing with plastic toys, cooking and listening to children’s nursery rhymes in the family Volkswagen. These women are staying younger for longer and closing the fundamental age gap between the generations slowing obliterating the idea of ‘us against them’.
Due to the recent rebirth of 80’s fashion, music and culture on the market, it is now ‘cool’ to be vintage and 35-40 year old women are the originals giving them an element of admiration. This age bridge does work both ways as they are becoming more actively involved with digital technology making them a new and prime target market wanting to absorb all that the 21st century has to offer, and unlike other generations, they can afford it.
The women (whether post family, career involved or a glowing new ‘yummy mummy’), are keen to rebel against the stereotype of how older women should look and behave. It is acceptable for them to wear Ugg boots, have the latest iphone and listen to current music as they want to do and have it all. These ambitious ladies are organized, passionate and not yet ready for compromise. They will stay up late, get up early and make time to look after themselves cherishing the fact that they can live a grown up lifestyle without fully growing up.
More and more 35-40 year old women are living online and judge their success not on finance or security but on freedom, and how much power they have to do what they want when they want. This does add a certain pressure however to this idealist balanced lifestyle: 23% of them are constant worriers as perhaps underneath this confident female market, there are insecurities and jealousy associated with which elements of their lifestyle they have paid least attention to."
The next stage of the brief is a pretty challenging task, again at random, we had to select an Olympic sport and are having to research it and its relationship to our target audience. I picked out 'beach volley ball'....should be interesting!
Ill upload what I find out next week so stay tuned!
