Huck advertisements
Demographics
Psychographics
G-STAR RAW JEANS
GoPro
G-STAR RAW JEANS
All genders - both men and women are included, but neither hyperfeminine nor hyper masculine representations are constructed; all models wear jeans and jackets.
Age 18-34. Young adult models who the audience can identify with are used to promote the clothes.
Geography - Western fashion trends.
All ethnicities. The black and white filter removes the ability to identify ethnicity on the basis of race.
Liberal values - 'how do you wear yours?' promotes non-conformity and self-expression.
Materialistic and capitalistic values - the selling point of the advert is the brand name (which is in a yellow, bold, sans serif font and is placed in the middle of the key image).
Culturally imperialistic - the three models wear the same (or very similar) costume. Even though there is racial diversity in the advert, they are conforming to Western fashion trends as though they are superior.
Pro-establishment - the models wear the same outfits, which limits the ability to challenge social conventions. Conformity is being promoted.
Middle class. Direct mode of address and relaxed body language constructs a confident persona. G-STAR RAW JEANS (designed brand name) is in a bold, sans serif, yellow font, which suggests that the label is the selling point.
There is no reference to necessity, practicality or safety. There is no reference to the price, which suggests that this is not a selling point.
Patriarchal values - success can be defined in terms of masculinity (jeans, leather jackets and tied back hair construct a more masculine representation of the female model).
Challenging cultural imperialism - diverse racial casting of models, and the black and white filters makes it difficult to identify the models' races. This challenges the notion that whiteness is ideal.
GoPro
Targeted at athletes who enjoy adventure and extreme sport.
Patriarchal - through the cold colour scheme and absence of female representation, the stereotype that adventure and freedom can be associated with hyper masculinity is reinforced. The notion that men are active heroes is not challenged here; the text explicitly says 'be a hero' alongside the key image of a male athlete.
Materialistic and capitalistic - to live your 'life' to the fullest and embrace a 'hero' status, you must invest in an expensive product.
Challenges cultural imperialism through diverse representation - a black man with a tattoo which references his Hawaiian culture. The location is non-specific (only a small section of the blue sky is visible), so a specific culture is not glorified.
Gender - men. Absence of female representation and emphasis on masculinity through performance, physique, colour palette.
All ethnicities. Representation of a black man from Hawaii (signified through his cultural tattoo) with a European surname (Sunny Garcia).
Age 20-50. Middle aged model used to promote the product. Marketed towards thrill seekers and adventurers who are in their physical prime. An expensive gadget which is accessible for workers with a stable income.
Middle class. The product being sold is an expensive luxury gadget. There is no reference to necessity, practicality or safety. The idyllic location (blue skies, clear water) would suggest that the subject is on holiday; holidays, like gadgets, are expensive. The subject is also pursuing a hobby, which requires free time (something that most working class people don't have). The phrase 'this is your life' sells freedom and the phrase 'be a hero' sells status and recognition; both of these things come under esteem, according to Maslow's hierarchy needs.
Targeted at people who are interested in fashion.
Feminist values - the female model's stance is confident and empowering.
Liberal values - 'this is your life' promotes freedom, self-expression and non-conformity.
Geography - non-specific. The location is not clear, and the diverse representation means that a broad audience is appealed to.