Target audience profile

Hi my name is Michael.

I am 22 years old.

I am a male.

I am single.

I am a heterosexual.

I am black.

I am from London.

I am a truck driver.

My yearly income is £27,000.

Behavioural Profile

Their Employment environment:

1. How many people in their household work?

The mother, the father and the little brother.

1. What jobs do the people they live have?

The mother of Michael works as a nurse. The father of Michael is the manager of store Marks and Spencer. The little brother works as a sales assistant at Iceland.

1. What jobs do their friends and family have?

Two of Michael’s friends work as sales assistants in Waitrose whilst another works as a builder on various construction sites in London.

1. How many interviews have they had?

They have all approximately had at least 3 interviews.

1. How many jobs have they had?

They have all had one job each.

1. Are they currently working?

All of them are still currently employed.

1. What is their ideal job?

Stock broking, stock trading, and businessmen.

1. What information did they receive on employment whilst in education or at work?

The careers company connexions gave help in the final years of secondary school in PSHE lessons. There was help with writing CV’s, conducting ones self in an interview, various job roles within employment and general work ethic.

How do they interact with the media?

1. How many laptops/TVs do they have in their house?

There is one computer for the whole family. Apple IPads and dell laptops owned by each member of the house. A main television in the living room and a television are situated in Michaels younger brothers room.

1. Where do they access non-fiction content?

Non-fiction content can be accessed on the television such as watching factual programmes. The family accesses non-fictional content as they read newspapers, magazines and books.

1. Where would they access information about employment

Michaels family would access information about employment on the internet on employment seeking websites, or they can get first hand information in places such as the job centre where there are trained employees speaking about employment opportunities.

My topic is about ex-offenders finding employment. It is called “don’t let your past determine your future”. I chose to go with this idea because ex-offenders find it very difficult to get in the world of work after being convicted. Having a criminal record can be a major disappointment and may not be what employers are looking for in a potential candidate. My topic is appealing to them because it is a unique, sensitive topic that is illustrated in a different light. Ex offenders are typically spoken about in a bad light so for Michael and his family to see his subject portrayed with a positive ending is motivating to those in this position. Michael and his family expect to see violent portrayed youths committing crimes such as drug dealing, robbery and fraud. They also expect to see a positive ending with businessmen earning money.