Through The Eyes Of A Child

The starting point for any advertising communication assignment is of course identifying the target audience. This involves a demographic and psychographic analysis of the particular section of the public a brand sets out to address in order gain their attention with a relevant and compelling message.

Holding up a mirror for society

This often results in portraying the target market in commercials by holding up a mirror for them in which they can see reflections of themselves they can easily relate to.

However, in many cases identifying a particular target group that is comprehensibly cohesive is a challenge, as target groups continue to become more and more fragmented, and consumer interests increasingly diversified and ‘niche’.

Broad generalisations of stereotypical behaviour about gender, age, culture and race therefore, often result in diluting consumer interest through a lack of specific relevancy and any perceived, personal benefit of value.

The resonance of childhood reminiscences

Looking at the world from the perspective of a child or adolescent can be an effective exercise in creating an alternative mirror for consumer reflection to reveal a view that has the potential to resonate with emotive brand kinship.

There are no limits to the innovative imagination young minds possess and as a communication theme it offers Art Directors and Copywriters the creative license for inventive ideas of pure phantasy, charming stories of dreams, imagined characters and touching pathos.

Broad Appeal

Bringing stories to life that are anecdotal or reminiscent reminders of how one saw the world when growing up can transcend niche interests by creating an affinity of empathy and recognition that appeals to a broad section of society.