Female demographic Gen Y Advert

This is an advert for Britney Spear's fragrance "Radiance"

Following EKB Model:

The advert immediately captures the consumers by immediately exposing them to the scenario played out in the advert as it starts with Britney Spears hiding from the paparazzi.

The advert uses a blend of black and vibrant purple and blue colours to grab the attention of the viewer while also linking it to the product itself. The use of instrumental music rather an a song also evokes a sense of class and style that the viewer may pick up on as the trailer progresses. Using the soft voice of Britney also attempts to lure in the viewer.

Again the comprehension is aided by the title and image of the perfume as well as a soft voiced male voiceover describing the perfume and is finished with Britney saying "choose your own destiny" which is an attempt to interact with the viewer.

Male demographic Gen Y Advert

This advert is for Call of Duty: Modern Warfare 3 debuted just over a year ago.

Following EKB's model:

At the beginning of the trailer it immediately grabs the consumers attention by showing a 3D globe and zooming in on New York City exposing them to the contents straight away.

It proceeds to grab the attention of the consumer by highlighting "The Noob" and "The Vet" which is further embodied by the actors themselves who are high profile in the film industry (Jonah Hill and Sam Worthington). It also keeps the consumer focused by using a loud rhythmic song "Shoot To Thrill" by ACDC which has sprung back into popularity following its inclusion in the recent film "Iron Man 2".

The comprehension of the trailer comes at the end when the title card "Call of Duty: MW3" is revealed followed by a voice over which helps the consumer establish the connection between the action displayed in the trailer to the game being mentioned.

Timeline

• 1981. 04.11 Racial tensions spark riots in Brixton and other areas
• 1981.06.24 Humber Bridge opens, the longest single-span bridge in the world
• 1981.10.03 Hunger strike by Republican prisoners ends after ten deaths
• 1982.01.26 Economic recession leads to high unemployment
• 1982.04.02 Argentina invades the British territory of the Falkland Islands
• 1983.0610 Conservative Prime Minister Margaret Thatcher is re-elected by a landslide
• 1984.03.12 12-month 'Miners' Strike' over pit closures begins
• 1984.10.12 IRA bombers strike at the Conservative conference in Brighton
• 1986.12.08 Major national industries are privatised
• 1987.06.11 Conservative Prime Minister Margaret Thatcher wins a third term
• 1989 Tim Berners-Lee invents the World Wide Web
• 1990.03.31 Introduction of new local taxes sparks 'poll tax' riots in London
• 1990.11.22 Margaret Thatcher resigns and John Major becomes prime minister
• 1991.01.17 Liberation of Kuwait begins as Allies launch Operation Desert Storm
• 1992.04.09 Conservatives win the general election, returning John Major as prime minister
• 1992.05.06 Channel Tunnel opens, linking London and Paris by rail
• 1992.09.16 'Black Wednesday' forces withdrawal of sterling from the ERM
• 1994 First women priests are ordained by the Church of England
• 1997.05.01 Labour wins the general election, with Tony Blair as prime minister
• 1997.07.01 Britain hands Hong Kong back to China
• 1997.08.31 Diana, Princess of Wales, dies in a car crash in Paris
• 1997.09 Scotland and Wales vote in favour of devolution
• 1998.04.10 Good Friday Agreement establishes a devolved Northern Irish assembly
• 1999.01.01 Britain decides not to join the European Single Currency
• 2001.09.11 Twin towers bombings affects the world

Social Network Usage

Facebook Statistics & Gen Y

• Group/Affiliate oriented – They are a very group oriented generation.  What I mean by that is they are exposed to so many different choices and groups to choose from.  Look at Facebook, there are thousands of different choices of groups to choose from and if you’re on Facebook, you’re probably in a bunch of these different groups.  According to Facebook the average user is in 12 groups.
• There are many different groups on Facebook, but also are exposed to these groupings in media.  For instance the Mac vs. PC commercials.  Many Millenials place themselves into either group.  Mac users are very proud of the Apple brand.  You see them flaunt around their Mac Books, put Apple stickers on their hybrids, etc..Apple has built a brand and has brilliantly sold the Generation Y.
• Some other examples of this grouping of people are: iPhone vs. Droid, X-Box vs. PS3 vs. Wii. They also are grouped by things such as blogging and niches. 
• They know when they are being sold to or given genuine advice.  They know how to differentiate a faked YouTube for marketing publicity than a real genuine viral YouTube video.
• They are sharing so much more about every detail of our lives than ever before.  Practically all their information is becoming transparent for everyone to see.  There are BILLIONS of Facebook pictures up, all their information about what they like, constant updates about what they are doing at this exact moment through tweets and status updates. They let people know when they are sleeping, what they are eating, if they have a headache.  They provide our information on Facebook such as their political or sexual affiliation. Generation Y, are leaving nothing to hide and it is almost impossible to hide.
• They are also beginning to realize the importance of doing what they love and helping others.  They as a Generation are focusing more on our passions instead of focusing on paychecks and money.  They are beginning to realize that money is not so important, that doing what they love everyday is what really matters in life.  A recent study done at UCLA showed that 66% of the incoming freshmen class reported it is “essential or very important” to help others.  This is the highest it has been in 25 years.  They are working and doing what they believe in and it shows by better work.  Since they are focused on helping others, they are changing the world for the positive.
• They rely more on computer entertainment than our televisions.  They go to YouTube or Hulu instead of turning on the TV.
• They communicate through texting, IM’s, e-mail, Twitter, Status updates, E-Mail, instead of going direct face to face contact or even talking over the phone.

Gen Y and Facebook

The best media for collecting customer researches are...

Because Generation Y is an age range that is primarily dependent on the use of internet and modern technology research conducted on this generation is going to have the most success if done through online questionnaires/surveys and a well structured text message. There are also other forms that would be useful to get information such as:

• Although magazines are being phased out as everything shifts to an internet based form they still prove quite popular with Gen Y who like something to read every now and then on buses, trains etc.
• Loyalty cards while focused more at an older generation still offer the opportunity to get into the mind of a Gen Y'er as stores other than supermarkets adopt them.
• Facebook and Twitter will probably provide the wealthiest amount of research data as that is where the most interaction happens between Gen Y'ers.