Defining Audiences

For this specific video, out of Young and Rubicam's Four Consumers this video would target the Mainstreamers- 'make up 40% of the population. They like security and belonging to a group'. I chose this group as, the song is a typical top 40 chart song, which is the music that the largest proportion of the population listen to, also Katy Perry has a large fan base therefore they can belong to this specific group. This music video is also aimed at a certain age group, which is teenagers, due to the teenage character and common youth themes, therefore that is another group of people associated with this music video.

Out of the Values, Attitudes and Lifestyles approach I think this video is targeted at the
EXPERIENCERS- 'These people are young, impulsive, enthusiastic, and even rebellious. Action-oriented individuals who enjoy affecting their environment, these individuals seek excitement. They enjoy shopping for clothing, music, movies and fast food. They enjoy exercise, sports and social activities. They are uninformed and politically uncommitted.'
I chose this group as many of the characteristics shown in this approach are themes within the music video. For example, 'individuals seeking excitement' the music video is located at a party; a stereotypical exciting and fun place for a young audience. The clothing element provides the comedic element of the music video, as Katy Perry is supposed to be portraying the role of an unfashionable stereotypical 'geek' which contrasts to the other pretty sexualised women in the video.

Out of the LifeMatrix I thought this video was aimed at the Fun/Atics-'Aspirational, fun-seeking, active young people'.
As the narrative behind the music video is about the life of a teenager, they target audience must be a young youthful audience. Also as the music video is filmed at a party with lots of people enjoying themselves, the target audience must be 'fun-seeking'.