Target audeinces are usually divided between several different social groups and these are then combined to find an audience specifically for the consumption of your product. These social groups contain things such as: gender, age , social class, location, favourtie genre, race and many more factors. Companies can then pick specific guidleines of an audeince that a product needs to follow, for example if it was found that most people who went to the cinema were families then you would make a product intended for that certain group. These does not mean however that only that demographic of people will enjoy the film, target audience is used to determine the mass audience for a product.
To determine the target audience for a product there needs to be research. The two main types of research are Primary Research and Secondary Research.
Primary Research consists of research collected by you personally. This can be obtained through things like questionnaires, interviews and focus groups. Using this information you are able to construct your product to suit the needs of the target audience, meaning your product will become more successful.
Secondary Research involves collecting data that already exists. This data can be accessed via the internet, journals or articles. Although secondary research is a faster way of gaining data. The data found may not be as personalised to your product as you want meaning Primary Research is more specific to your product.
The film then needs to be categorised into its age group and needs to have an age certificate which represents the age of the intended audience for the film. Certificates are awarded by the BBFC (British Board of Film Classification) after they have watched and reviewed the film and its content.
The process for giving a film a classification invloves a team of two examiners who whilst watching the film write down comments concerning things like plot, characters, themes and imagery. They then check these things against an official BBFC guidline and suggest a suitable age certificate. This is then verified and any nessasery actions are put in place so the film reaches the required standards. This age certificate then determines the minimum age required to view the film in cinemas and buy the film when it is ready for home release.
The guidelines for the age ranges of 15 and 18 are shown below. I have chosen to present these two age certificates as they are the age certificates most used in conjuction with horror films.
This is the symbol used to represent the 15 age certificate. It indicates that a person needs to be at least 15 years of age to view or purchase material containg this rating. Products that adhere to a 15 age certificate may include any of the following topics:
This is the symbol used to represent the 18 ager certificate. It indicates that a person needs to be atleast 18 years of age to view or perchase material containing this rating. Prodcuts that adhere to a 18 age certificate may include any of the following topics:
Information provided was obtained from http://www.bbfc.co.uk/
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