PLANNING: target audience avatar

 

Name : Jacob Johnson

Age : 18

Gender : male

From the United Kingdom, London

Favorite Basketball player: is Steph Curry

Jacob Johnson is an 18 year old who lives in central London and plays basketball with his

friends after school and on weekends to destress, relax and socialize. He also plays for a

local club and is often part of the starting line up as he is a capable player. When he is on

the bench, he enjoys supporting his team and uses his knowledge of basketball and tactical

knowledge to encourage from the side line. He aspires to be like Steph Curry, his favorite

player.

Jacob enjoys rap music and pop culture in American Basketball as it has an influence on pop

culture around the world. He likes to wear Nike, Adidas and Kappa as these lines all favour

sports attire that is comfortable, practical but also fashionable, much like the things his

favourite player wears. These are also practical as they mean he can play whenever he

wants. He owns one pair of Nike KD 6’s in red and got them for Christmas 2 years ago but

still wears them to this day as he admires quality and enjoys the timeless nature of classic

design over cheap disposable fashion.

His favourite team is….. but he also like teams like the Leicester Rider, Chicago Bulls, Miami

Heat and the Los Angeles Lakers.

Jacob is very passionate about sport and physical activity in general but enjoys basketball

the most. His other likes, however, include football and during big tournaments, he will

watch rugby and events like the Olympics. He likes team sports because he enjoys working

with people and finds sport has provided him with an extended social group that he really

enjoys. He is competitive and also finds that working with friends keeps him grounded and

stops him taking things too seriously when they aren’t going his way.

Jacob is still young and has grown up with access to mobile phones so he gets most of his

news through social media (Instagram is his most used app) and he streams most of his films

and TV series on sites like Disney+ and Amazon Prime, and he goes to the cinema only on

social occasions and for big budget, highly anticipated action films – his favourite genre. In

recent times, he has started watching sports documentaries and biographical films and his

favourites are 'Air' (2023) and 'Hoop Dreams' (1994). More recently the algorithm identified

the documentary Tony Parker: The Final Shot which examines the background and the

career of the French basketball player Tony Parker and was directed by Florent

Bodin. He enjoyed learning about a basketball player he was not familiar with. The

algorithm suggested it, and despite the subtitles, he found the archive footage,

interviews, and narrative entertaining, informative and really enjoyable. He is still in

college and aspires to work in the sports industry one day. He is not affluent but has

a modest earning that he spends on clothes, sports gear and meals and snacks out

with friends. He is really interested in basketball and actively follows his favourite teams on

social media and uses some of his disposable income downloading sponsored apps to keep

track of stats and scores.

REFLECTION : 

I created this more detailed avatar to help me make important decisions. What I have learnt

is that it is easier to please one person that to try and please many. This avatar should help

me make decisions that will ultimately appeal to a broader range of individuals but that is

initially going to narrow the field of decisions to save time. For example, my avatar likes to

stream and so I will have my Documentary on Netflix, a service he would use for most of his

viewing. His love of American pop culture and rap will influence my non-diegetic soundtrack,

and his love of fashion will see me using product placement and clothing that will appeal to

his favourite brands. The narrative will draw on game play footage as he loves the game

itself. Interviews will be used to give a more personal insight that my avatar will relate

to/identify with (Uses and Grats).