Standard Occupational Classification.

 

The Standard Occupational Classification is the name of the system in which people are placed depending on their social class, the classification form is broken down into letters ranging from A-E. When a company is creating their adverts, they will take into consideration social class as it helps choosing the channel its played on and the time it is placed. I.e. if you were going to make an advert for a new perfume for DKNY you may want it played on channels such as E4 around 8pm as that's when programs such as New Girl which would have viewers that would be interested in the product, so the viewing time is relevant to the product. A company would look into primary and secondary research which would help them set a target audience so they could use this to develop an advert on.

Within Standard Occupational Classification, the social classes are separated into classes from A-E

A- A is upper middle class, the upper class would be those in higher managerial, administrative or professional positions such as a court judge.
B- B is middle class, middle class would be those in intermediate managerial, administrative or professional positions, such as a teacher.
C1- C1 is lower middle class, this would be people with average incomes, possibly working in supervisory or junior managerial. Such as a store manager.
C2- C2 is a skilled working class, this would include manual workers such as painters and decorator's.
D- working class, this is semi skilled working class. This could be someone that works as a cleaner.
E- Those who are living at the lowest level of class, people who live off little and claim benefits from the government.

The Galaxy advert-
The galaxy advert is aimed at the Upper class and middle class ( Classes A-B). The brand is well known for being a quality product and for having certain standards for their product, hence their slogan 'why have cotton when you can have silk', which is stating that they're the better brand due to quality purposes. The style of the advert is also really classy, like how they have chosen to use the Classic actress Audrey Hepburn, and involved the classic scene from a movie she was starred in. This creates a whole image of upper class as it all has a quality statement throughout the advert, like how Audrey upgrades from the bus to a car. The fact they have used Audrey Hepburn in the advert also would appeal to the classes as they would or want to lead very similar lifestyles. I think the other classes would also enjoy this advert and chocolate, but it is aimed more to the upper class as the class of the advert itself is very high, also anyone heading towards E class probably wouldn't be able to afford to buy the chocolate as often as the upper class, which is why they're targeting them more. I would say the advert is targeted at females around the age of 30+, as the advert is all about a female eating chocolate is a everyday situation, in which females do tend to eat more chocolate. I would say that is it aimed at the age range of 30+ as these would recognise the actress used and her style would appeal to them. I wouldn't say there is a great deal of ethnicity aim but the actress is British which would more likely appeal to British women as they would be more likely to know of Audrey.

The Pepsi advert would be aimed at the working class to middle class (classes B-D). The brand is well known to be a quality product (rather then your Adsa's own coke) and is known to be a popular supermarket product. I would say that because they have involved Beyonce within their advert, it would appeal to Classes B-D as they would be the kind of people that would listen to Beyonce's music and be fans of hers, these are the kind of people that would idolise her therefore the kind of people that would be interested in the advert. The people in these adverts would be kinds of people that would be drinking fizzy soft drinks on a day to day basic, weather that be at work or home, which is why the advert would be made to appeal for them. The advert would be based mostly on the female audience, as most of her fan base is female orientated so the fact she is used in their advert would draw them in, the advert as also slyly used hints such as the backing track, 'grown woman' so the advert is very female orientated in the fact everything is about females. I think Males will also enjoy the advert purely for the fact they find Beyonce attractive, so this will be an appealing point for them. I would say the target age range is quite wide, around 18-40 years old as this is how wide Beyonces fan base is, I would also say that these are the ages of people that would drink fizzy soft drinks on a daily bases as weather they're students or full time workers, they will constantly be on the go and this product is very useful for this lifestyle on a day to day basis. There isnt really any ethnicity aim but Beyonce is very popular in the UK and would appeal to a wide range of ethnicity's as she is actually a mix of African, Native American and French herstyle so people from similar ethnicitys might support her even more so for this fact.

The Innocent Orange juice advert would be aimed at Upper class to skilled working class (classes A-C2). Innocent's juice is well known for being a high end product, with excellent quality products, but that comes at a price. The advert would be aimed at the Upper class for the product itself, selling itself by its healthy benefits which would appeal to the Upper class, especially those with families. However, I would say it also appeals to all the way down to skilled working class, as they have used Harry Hill to do the over voices in a simular way that he used to present youve been framed, which people from classes B/C/D would have more likely been viewers of. Despite this fact, I think you'd be more likely to find Innocent Juices in the fridges of Class A and Class B's due the cost of the juice. The advert is aimed at both female and male, as it is not directed towards one sex, however I think mum's will probably be the most interested in this advert as they want to provide the best diet they can for their children. For the age range they're quite wide as the younger audience - around 12-20, would be drawn in by the humour of the advert whereas the older audience - 30+ would be interested in the health benefits of the product being shown. There isnt any ethnicity aim in this advert.

The Three advert would be aimed at Middle class to Working class, (classes B-D). The advert would be appealing to these classes as the company is known for their cheap contract deals they offer out therefore would be a price range these classes could be interested in. I would say the style of the advert would appeal to these as its very random and humourous and this kind of thing is all over the social networking sites, which people in these classes are most likely to be users of. I would say that the advert would appeal to both genders as they would both find the advert humourous and cute, catching the attention of both genders. The age range is very wide on this advert as the younger audience 12-20 years, would be interested in the humourous side of the advert, whereas the older audience 20+ would be interested in the company as well as the humour side of things, due to the cheap contracts they have to offer. I would say that there isnt any ethnicity aims in this advert.