Jicnars and Vals Scale

My own graphic analyzing professionals based on their profession in accordance to the jicnars scale.

Media institutions like to say that they are not just set up just to make profit but in reality all media institutions have been set up to collect lots of cash from lots of people. How do they do this you ask? They use highly targeted marketing that utilizes audience profiling by making use of two scales that work off of generalizations of the population.

Segmentation can be achieved both demographically and psychographically, so that the information can be used to target different media products to different audiences.

The first one is the jicnars scale which looks at the populations gender, class, race, and sexuality in order to look at the level of employment thus stereotyping consumers into trends and patterns. The jicnars scale is compiled of 'a','b','c1','c2', 'd', and 'e' these sort different people into different categories which allow media institutions into different categories.

The jicnars scale works by looking at the amount of money that a person has, the time they get home and there profession. The scale can give marketers a indication of who wants to buy what and when, it is said that once you know someones job you can have a better understanding of them.

There is also phycographic segmentation that utilities the VALS scale. VALS stands for values, attitudes, and lifestyles, and it uses these aspects to predict consumption.

VALS catagorizes people into 7 aspects they are ACTUALISERS, FULFILLEDS, ACHIEVERS, BELIEVERS, STRIVERS, MAKERS, STRUGGLERS and EXPERIENCERS.

Actualisers like to take charge and they are interested in  there own development. These people do not care about image but they like to indulge in the finer things in life.

Fulfilleds are people who are satisfied with life and who like responsibility and have benefited from education, they like simplicity in the items that they buy.   

Achievers are career lead and like to feel in control, stability in there life is essential and they enjoy work if it provides a sense of duty. Achievers are very traditional and there social non work life will centre around family and church. These people prefer products that are luxury and provide a sense of success to others, these could include luxury cars and tailor made clothing.

Experiencers are people who look for a varied and exiting life and are heavily prepared to  take risks. They like quick results and are impatient. These people like sport and other outdoor social activities. They spend most of there money on clothing music and film.

Believers believe in a conservative and conventional lifestyle with traditional values such as family church community and striving for a better nation. These people are very conventional and easily predictable, they prefer American products. Usually belivers are middle earners making just enough to live comfortably.

Strivers like motivation and approval from authority, and the world. Money=sucsess but they don't make enough, and they feel as if they are being treated as less than the other members of society. They are always wanting more possessions.

Makers are practical members of society who would ideally like to life self sufficiently. Again these peopleare traditional and has very little motivation or interest out of these areas. These people will be politically conservative often suspicious of new things. They are swayed away by possessions that do not prove a essential physical purpose that is essential.

Strugglers are people who are very poor and uneducated with minimal skill and lack strong social bonds. They mostly concern about safety and security. These people are loyal to there favorite brands.

There are also teenage VALS which are fairly easily to distingish by there names: Trendies, Puritans, Innovators, Rebels, Groupies, Drifters, Drop-Outs, Traditionalists, Utopians, Cynics, Cowboys.

Our target market would be that of experiencers. These people are rebellious and like to see change meaning that a music video containing elements of paint being sprayed and a complex narrative would allow for them to be visually engaged. These people spend a lot on music and film meaning that it is likely that they would be prepared to buy a music video making the music video more likely to be successful.