Consumer Characteristics (Assignment 4)

United Colors of Benetton is a universal brand, known worldwide, and offering an impressive quality of advertisement. In fact, the brand is spending a certain budget in ads, and also making campaigns mixing their brands to worlds issues, like campaigns targeting the violence against women, AIDS, racism, and other important topics and issues.

This ad of Benetton is promoting the new perfume of the brand: "the essence of Benetton" for men and women. Concerning the consumer characteristics, let's first discuss the behaviorgraphies: The ad is representing a young man and a young woman mixing their bodies together in a sensual and attractive manner, in a like of exotic and sensual dance. This ad is calling for attraction, sensuality, and sex; domains becoming familiar and inked in the today's society.
In fact, people have changed their views of sex and genders. The mix between gender, and the fact to express their attraction lost its taboo side, and people are more open to those things.

The second consumer characteristic that will be interesting to discuss is the psychographics, focusing on the psychological makeup and lifestyles, as attitudes, values, and motivations. In this ad, they focus on the freedm of expression, freedom of behaviour, and freedom of liberating feelings. The values targetted here are equality value, freedom, and of complicity.

The third consumer characteristic that will be discussed is the demographics; reflecting gender, age, education, income, and ethnicity. In the ad, the brand is targeting young people, men and women, with no distinction of gender, since the characters of the ad are young and fresh people. They are not targeting a special educated people, or rich ones. This ad is calling for every young person, free and open to the world, to the world of colors, happiness and sharing.

The last consumer characteristic is the geodemographics, mixing demography and geography, assuming that people living in the same area or neighbourhood share some similarities in the ifestlye. In this ad, they are targeting neighbourhood, neighbourhood of the world, all people, united people, people united for colors and for this "essence of Beneton".