1. NRS social grades
Which category do you think that you
fit into?
CLASS- We divide class into 5 categories:
A: Upper Upper Class: i.e. Royalty/ PM etc
B: Upper Class: MPs, Consultants, Lawyers, Headmasters, Bank Managers
C1: Upper Middle Class: Teachers, Secretaries, Solicitors, Architects
C2: Lower Middle Class: Plumbers, Electricians, Mechanics
D: Upper Lower Class: Unskilled workers i.e. Shelf stackers, road sweepers,
rubbish collectors
E: Lower Class: Unemployed, Homeless, Non-income
The NRS social grades are a system of demographic
classification used in the United Kingdom. They were originally
developed by the National Readership Survey to classify readers, but
are now used by many other organisations for wider applications
and have become a standard for market research.The distinguishing
feature of social grade is that it is based on occupation.

2. What is Maslow’s Hierarchy of
needs & how does it work?
• Maslow’s Hierarchy of needs is a theory which
suggests there are 5 stages people go through
in life. The theory says that at each stage we
have different motivations that drive us.
Discover

3. What is Maslow’s Hierarchy of
needs & how does it work?
• This diagram shows you the different levels.
Discover

4. Cross Cultural Consumer
Characterisation, or ‘4Cs’
• Young and Rubicam took Maslow’s hierarchy, and
designed a research tool to find out where
people stood within it.
• Because Young & Rubicam also asked what
brands people bought and how they felt about
them, the system also became a way of
understanding the deeper appeals of those
brands.
• 4Cs divides people into seven types, depending
on their core motivation.
Discover

5. 4Cs
The Explorer
• These people are driven by a need for discovery,
challenge and new frontiers.
• Young in nature, if not in reality, Explorers are
often the first to try out new ideas and
experiences.
• They respond to brands that offer new
sensations, indulgence and instant effects.
• In short, difference is what they seek out.
• Their core need in life is for discovery.
The Aspirer
• Materialistic, acquisitive people, who are
driven by others’ perceptions of them
rather than by their own values.
• As a result, they respond to what others
perceive as being superficial: image,
appearance, persona, charisma and
fashion. An attractive pack is as important
to them as its contents.
• Their core need in life is for status
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6. 4Cs
The Succeeder
• Succeeders possess self-confidence, have a
strong goal orientation and tend to be very
organised.
• As a result, they tend to occupy positions of
responsibility in society.
• They seek reward and prestige, and will often
seek out the best, because that is what they
feel they deserve.
• On the other hand, they also seek out caring
and protective brands – their aggressive attitude
to life means they need to relax occasionally.
• Their core need in life is for control.
The Reformer
• Value their own independent judgement.
• Reformers are the most anti-materialistic of the seven
groups, and are often perceived as intellectual.
• They are socially aware, and pride themselves on
tolerance.
• Reformers seek out the authentic and the harmonious,
and are often at the leading edge of society.
• However, unlike Explorers, they will not buy things just
because they are new.
• Their core need in life is for enlightenment.
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7. 4Cs
The Mainstream
• These are people who live in the world of
the domestic and the everyday.
• A daily routine is fundamental to the way
they live their lives. Their life choices are
‘we’ rather than ‘me’.
• As their name implies, they are the
mainstream of society.
• They are the largest group of people
within 4Cs across the world.
• They respond to big established brands, to
‘family’ brands and to offers of value for
money.
• Their core need in life is for security.
The Struggler
• Strugglers live for today, and make few plans for
tomorrow.
• Others often see them as victims, losers and wasters -
aimless, disorganised people with few resources apart
from their own physical skills.
• If they get on in life, it will depend more on a winning
lottery ticket than anything they do themselves.
• They are heavy consumers of alcohol and junk food.
• Visual impact and physical sensation are an important
element of their brand choices.
• They seek escape.
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8. 4Cs
The Resigned
• These are predominantly older people with
constant, unchanging values built up over time.
• For them, the past is bathed in a warm nostalgic
glow.
• They respect institutions and enjoy acting in
traditional roles.
• Their brand choices are driven by a need for
safety and for economy. They choose above all
what is familiar to them.
• In life, their aim is basic: it is to survive.
Which are you?
• You can find out what type you
are by taking the short online test
at http://www.4cs.yr.com/uk/
• Make a note of the answers in
your book
• Does this change the way you
feel about your Advert
Consumption?
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9. Audience
Consumption
Primary
Audience
• Where the audience is targeted directly by the
text and will give it their full attention or actively
seek it out
Secondary
Audience
• When the audience will consume the text but are
not directly targeted or won’t look for it
Tertiary
Audience
• When the audience is unaware they are
consuming the advert – usually on billboards or
public transport
© ZigZag Education 2015 9

10. Reception theory
(Stuart Hall)
• Dominant reading: the audience enjoys the media text.
They will believe and agree with the media text and never
question it. They will never miss an episode or edition of it.
• Negotiated reading: the audience enjoys the media text
but does not watch or read every episode. They might find
some elements boring or unbelievable.
• Oppositional reading: The audience understands the
meaning of the media text but does not agree with it or
enjoy it at all. They see issues or problems in it.

11. Uses and Gratification theory
(Bulmer & Katz)
1. ‘Information’ (the desire to learn) The Advert offers the audience important
information about the product – usually in
cars, banking or technology adverts
2. ‘Entertainment’ (emotional satisfaction) The product offers us the chance to escape
through consuming the product or
irrelevant advertising
3. ‘Personal Identity’ (help with personal
identity issues)
Our lives and problems are shown in the
advert showing how the product can
benefit us
4. ‘Social Identity’ (help with general
issues in society)
The advert creates controversy or debates
for the audience. For example, charity
adverts use shock tactics or Coca Cola using
Santa Claus every Christmas
We use media products for one of the four reasons below.
Copy the table in to your books.

12. Practice Questions
Pick one of the Questions below and PLAN an answer
to it
1. Using examples, explain how adverts are used to attract
an audience to a Brand or Product [10]
2. Explore how audiences might respond to print adverts
you have studied [10]
3. Explore the techniques used to create print adverts.
Explain how they appeal to a target audience [10]
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