Young and Rubicam

Developed the 4 C's, which stands for Cross Cultural Consumer Characterisation.

There are 7 groups to which audience members are categorised: explorer, aspirer, succeeder, reformer, mainstream, struggler and resigned. 

Explorer

Challenge and discovery

New experiences

Different from other people

Our target audience for our trailer may perhaps be categorised as explorers due to their need to experience new things such as the genre of supernatural horror, or a different style of narrative within this genre. They may like the challenge of a supernatural horror and the twists and turns that may occur. Within our narrative, the audience are faced with the conflict between the primary characters of Morgan and the supernatural entity and also the horrifying discovery of why the entity is causing havoc and distress for Morgan. The character of Morgan herself may be seen as an explorer to which the audience will be able to relate to, perhaps through a sense of personal identity under the Uses and Gratifications theory. 

Reformer

Value their own judgement, do want they want to do

Anti-materialistic

Considered as intellects

A lot of tolerance

Core motivation is for enlightenment

The Mainstream

Daily routine

Largest of the 7 groups

Tend to copy other people and like what they like

Core motivation is security

Our audience members may also be seen as reformers due to matching several factors under this category such as being part of the mainstream, a sense of routine and security and perhaps copying others, maintaining social relations through watching genres such as supernatural horrors. Even though they are primarily considered explorers, a sense of routine may be established, for example in education or employment. Audiences may also enjoy security through being aware of the typical conventions a supernatural horror has to offer. Copying other people may be associated with audience members going to watch this genre in friendship groups. Our target audience may also be part  of a mainstream audience due to the enjoyment of mainstream cinema and the exhibiting of supernatural horrors in this type of cinema.