Using demographic groups and theories to compare soap trailers.

This trailer is from Emmerdale.



The demographic group B is more likely to relate to Emmerdale. B is aimed towards middle management, teachers and anybody from a creative background.

Emmerdale follows story lines that you don't see in Hollyoaks. An example of a storyline that would feature in Hollyoaks may be a one night stand between two females, or a complex storyline involving several characters about 'who is the father?!'. Emmerdale takes more of a sophisticated approach to "a soap". It involves all the dramas of soap life, but follows much older characters with in-depth story lines about the characters, rather than a group of them. For example, in 2008 a featured storyline about cot death. (For a full list of major Emmerdale story lines click here.) When using LifeMatrix, which is one of the latest approaches to audience targeting, the category most fitting to Emmerdale would be 'Settled Elders'. They would be older, sedentary lifestyles and the story lines would be of more effect to them, compared to a teenager who is more interested in complex storyline with a wide range of characters so that they can identify with one, as stated in the Uses and Gratifications theory.

This trailer is for Hollyoaks.




From this trailer it is clear who the soap is aimed at. The first audience that you would consider for Hollyoaks is teenagers and young adults. The demographic groups that can apply here would be from C2 to E. These groups range from Junior managers, to skilled, semi-skilled and non-skilled workers and the unemployed, but most importantly students. All of these people possibly would be able to relate to any story lines through identification with the characters, stated by the Uses and Gratifications theory. When using LifeMatrix the demographic categories which relate to Hollyoaks would be; Struggling Singles and Tribe Wired. These describe people with a low economic status, similar to some characters and free-spirited and creative young people. Students are also included within this. In comparison to Emmerdale, Hollyoaks gives off a more young, eccentric vibe through their eccentric story lines, although through the use of the Hypodermic Needle Theory it injects ideas, attitudes and beliefs into the audience about certain types of people and this is reflected in those who identify with the characters. Hollyoaks also follows closely the entertainment factor of the Uses and Gratification theory. The audience watch Hollyoaks purely for the entertainment, as it doesn't intend to give morals or life lessons as part of it's long running show, it contains story lines that are humourous and give the audience always something to discuss.

This is a trailer from Eastenders.



Eastenders aims to cover the entire demographic audience, but the main focus when looking at LifeMatrix would be Home Soldiers, Priority Parents, Dynamic Duos and also Settled Elders. Eastenders is the most mainstream soap opera and is featured on BBC 1 which caters for all audiences. It aims at the status groups of around C1 - E mainly, as these are all the income status who would be at home when aired, also there would be the identification of the Uses and Gratifications theory due to the large cast and the entertainment also from the model applies. The Integration and Social Interaction factor within the Uses and Gratification theory applies considerably to Eastenders. The soap shows us how to empathise with the characters within the soap who follow verisimilitude closely and we believe that Eastenders actually exists, therefore believing the characters are real, making identification a lot easier.