Journal #6 Targeting Audiences

Ikea Lamp Ad Campaign

http://www.youtube.com/watch?v=I07xDdFMdgw Link to the commercial.......

The Ikea Lamp targets middle class people from the 17-30 age group. Knowing Ikea products are not so expensive the consumers they are targeting are high school students going away for college and living on their own. Also it can reach out to newly college graduates who are ready to settle down with their career and purchase a home for themselves.

This commercial portrays the lamp as a human being. In this case the red lamp is playing a role like an ex-boyfriend being thrown out of the house. While the lamp is left outside in the cold and rain it watches the woman through a window happy with her new lamp. The red lamp shows that it is jealous and the "funeral music" being played in the commercial is effective to set the mood. Then in the end a Swedish man says that the lamp has no feelings. The main message is to purchase a new item even though the old product still works.

Mothers Against Drunk Driving Advertisement

This advertisement is focused more to target the youth aged 14-20. Teenagers that are in high school and college students under the age of 21.This age group is usually the period of curiousity and they are ready to explore the world of freedom and parties. This is when they are also encountering peer pressure whether its drugs, alcohol, or being sexually active.

In this case the advertisement portrays a young woman dressed in a graduation gown dead hanging over shattered glass. The picture shows the young woman was just involved in a car crash and the frame symbolizes a car window.

The message delivered to the audience shows drinking and driving can end a youth's vision to achieve their goals in life. Maybe in this case the young woman was about to graduate but she probably got killed by an irresponsible drunk driver who took her life away. This picture can be the outcome if people continue to drink and drive.

This printed ad is just another way to create awareness because alcohol is responsible for more young people's death than any illegal drugs combined. Media plays a huge influence on young people's minds and many of them are exposed to more alcoholic commercials rather than a commercial trying to sell them jeans. The alcohol commercials is giving irresponsible media messages to the youth saying that drinking is sexy, glamorous, and cool.

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