My audience is a (European) female in her late teenage years, and has left school and chosen not to carry on to go to University like majority of her friends. At school she was an average student and wasn’t overly successful but she really does want to be successful in her career. University just didn’t feel like the right place to be and she didn’t explore any other options.She is working a dead end job just for something to do and to earn money.

She works a 9-5 shift and doesn’t feel motivated or empowered. Watching her friends growing confident out of their comfort zone is making her feel more and more like a failure. She sees her friends from school socialising and flatting in different places all over NZ. This is making her feel very left out, but also left behind. Quietly she is yearning for a challenge but isn’t sure how to pursue this.

She wants to feel part of something again, after leaving school she has felt alone and everyone else is exploring new social circles.

She feels like she isn’t moving forward or on the right track to get anywhere in life.

She is sick of routine and she wants a change in direction.

IMAGE BREAKDOWN

The image I have chosen represents my target audience’s values. Because she has left school and chosen not to follow majority of her friends to university she feels left behind.

In the image a young women is running, behind her is a climb that she has triumphantly conquered. My target audience feels that she needs a change in direction to be successful. This gives her the feeling like it is possible to be successful in the future. The police force offers the diversity in a successful career that she yearns for. The image is a very fresh scene, enlightening and empowering. It embodies opportunity and vision. This is a motivator for the target audience, maybe the push that she needs to change her direction.

Yearning for a challengeFeeling left behindSick of routineWants a change in direction