How do Advertisers Target Audiences?

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來自 University of Pennsylvania 的課程

English for Media Literacy

570 個評分

University of Pennsylvania

English for Media Literacy

570 個評分

Welcome to English for Media Literacy, a course created by the University of Pennsylvania, and funded by the U.S. Department of State Bureau of Educational and Cultural Affairs, Office of English Language Programs. To enroll in this course for free, click on “Enroll now” and then select "Full Course. No certificate." This course is designed for non-native English speakers who are interested in learning more about U.S. media literacy. In this course, you will explore different types of mass media, such as newspapers, magazines, television, and social media. This course will also give you the opportunity to develop a broader understanding of the role media plays in our lives, while building your vocabulary and giving you the language skills needed to analyze what you read and watch. The first unit in this course will provide an introduction to media literacy and give you an opportunity to evaluate your own media literacy level. In unit 2, you will learn how to identify facts versus opinions in the media. The next unit in the course will focus on the differences between social media and traditional media, while unit 4 will look at how gender and identity are covered in the media. In the final unit of the course, you will demonstrate your increased media literacy by through a culminating final project on social media. Development of this course was funded by the U.S. Department of State Bureau of Educational and Cultural Affairs Office of English Language Programs. Unless otherwise noted, all course materials are available for re-use, repurposing and free distribution under a Creative Commons 4.0 Attribution license.

從本節課中

Unit 3: Advertising

In this unit, you will learn how advertisers use media to market their products.

What is Advertising?4:14

Thinking Critically about Advertisements4:31

How do Advertisers Target Audiences?5:24

Listening: Interview with Nancy Bollinger6:34

Unlockable Achievement 50:09

Language Focus - Order of Adjectives5:40

與講師見面

Lauren Fiori
Advising Specialist
English Lan
Ian Nichols
Language Specialist
English Language Programs

Hello, in this video, we will discuss what it means to target an audience.

Why advertisers need to know and understand their target audience.

And why it is important for you, as a consumer, to understand target audiences.

First, let's discuss what it means to target an audience.

In advertising, to target means to aim or

direct something towards a certain group of people.

An audience is the group of people that are going to buy the product or

service being sold.

So targeting an audience means finding ways to direct

advertisement to a specific group of people.

When targeting an audience,

advertisers must think about who they created the product for.

To do this, companies ask themselves some of the following questions.

How old is the audience?

Are they mostly male or female?

What interests or hobbies do they have?

What do these people need?

What media do they use most often?

These are some of the first questions that an advertiser must think about, but

they are not the only ones.

Advertisers also think about where their audience lives.

For example,

people living on a farm need different products than people living in a city.

Advertisers also want to think about the values and culture of the people.

In unit one, we said that a value is something that a person or

organization thinks is very important.

The word culture means the beliefs and

customs of a specific group of people, often from the same country.

What a person thinks is important, and their beliefs and

customs will determine what they will or will not buy.

For example, in some countries, as part of their culture, the people do not eat beef.

Trying to sell hamburgers in these countries will not work well.

Now, let's move on to why advertisers need to know and

understand their target audiences.

Knowing the target audience helps advertisers reach them and appeal to them.

Appeal means to be very interesting or attractive.

In other words, the target audience will determine how an ad looks and

what type of media is used to spread the ad.

Let's think of an example.

Pretend you are looking through a magazine and you see an ad for running shoes.

The ad shows a woman about 30 years old.

She's wearing bright purple shoes and running through a city.

Next to the picture are the words, stressed, rry running.

Who do you think the advertisers are trying to convince to buy their product?

Probably women between the ages of 25 and 35,

who like to run, live in a city, and are very busy and stressed.

You would find this advertisement in a magazine

that many 25 to 35 year old women read.

If this was a television commercial,

It would play during a show that many 25 to 35 year old women watch.

Now, pretend this ad was for men's running shoes instead.

How would it be different?

Would the ad be in the same magazine as the women's ad?

Would a commercial for men's running shoes be played during

the same television show as the women's advertisement?

Finally, think about how an ad for children shoes might be different.

As consumers, we must understand who the target audience of a product is.

This will help us understand the choices that advertisers made on what people,

information, values, and points of view are represented in an ad.

So let's review.

To target an audience means to direct advertisements to a specific

group of people.

Advertisers need to know and understand their audience so

they can appeal to and reach them.

Finally, as consumers, we must understand who the target audience of a product is.

This will help us understand the choices that advertisers made in their ads.

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