Who are we making this film for?
The audience: young male dog owner from Hackney
Who is he? : Male, 17, short and stocky, nappy hair, single, no kids, ( that he knows of ) wear Nike and Adidas, Timberland, G Star jeans and likes his bling. Eats McD's and KFC
Where does he live? : in Hackney, on an estate with his mum. He looks after his brother and doesn't see dad very often. He has no strong role models except older friends and uncles.
His dog: Using his Staff’s to intimidate people, it's not very well trained and he beats it because he can't control it but he does love his dog, he just doesn't know any better. He walks it twice a day and feeds it.
Media: Texts on phone, reads free newspaper, on facebook and youtube.
Music and entertainment: Watches DVD's, especially gangster movies. Plays violent games ( Grand Theft Auto and Call of Duty ) on PS3. Listens to Hip Hop and Grime.
What does he do? : Kicked out of school, he's on benifits and he's bored, doesn't know what to do next. Smokes weed and possibly sells weed and is aware of gangs in his area. Got a scar from stabbing. He's not satisfied with life and is jealous of other peoples success. Goes to the youth centre, plays football and MC's in his spare time.
How does he feel about women?: He watches porn and likes girls but thinks women are a lesser species
What does he care about? His friends and what his friends think of him, respect and reputation, making money, family, safety.
What else do we know?: He intimidates people but probably because he was bullied, has no strong male role models and doesn't trust anyone.
Association: Colours, words, styles, images
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