Peer crowd and description | Sample images representing crowd | Example advertisements |
---|---|---|
Mainstream: - Not motivated by social status - Prioritize family, career, or religion over socializing - Prefer a small number of close friends over many acquaintance | A. Blu magazine advertisement featuring a woman sitting indoors [35] B. Blu Instagram advertisement featuring two men and a woman sitting outdoors on dried leaves [36] C. VaporFi Instagram advertisement featuring a woman [37] D. Green Smoke website advertisement featuring a mature couple sitting together [38] | |
Young Professional: - Prioritize career and networking over partying - Won’t engage in behaviors that risk career - Dress well (not necessarily trendy) | E. Mistic website advertisement featuring four young adults in a meeting room [39] F. Ploom website advertisement featuring a White woman [40] G. NJOY Twitter advertisement featuring a man on a rooftop [41] H. Blow Vapor Facebook advertisement featuring a man wearing a brown suit in front of a tiled wall indoors [42] | |
Hip Hop: - Believe they have to overcome a disproportionate amount of struggles - Value strength, honor, and respect - Clothing/style are important status symbols | I. Blu magazine advertisement featuring a man in a casino [43] J. NJOY Instagram advertisement with two young adults outdoors [44] K. VaporFi Instagram advertisement with a female with dreadlocks in a car [45] L. VaporFi Instagram advertisement featuring a man sitting by a tree [46] | |
Hipster: - Counter-culture groups - Value individuality and creativity - Prioritize supporting local art, music and other creatives - Trendsetters | M. Blu magazine advertisement featuring a woman with tattooed arm [47] N. Blu Instagram advertisement featuring a young man with a nose ring [48] O. Fin magazine advertisement featuring a woman posing in front of an old-fashioned airplane [49] P. V2 Facebook advertisement featuring a man with sunglasses and moustache [50] Q. MarkTen magazine advertisement featuring an old man with sunglasses [51] R. ProVape Facebook advertisement with a senior woman wearing a large necklace [52] | |
Partier: - Highly value social status - Prioritize going out to bars and parties - Clothing and style are important status symbols, and take great care of their appearance | S. Blu magazine advertisement with three young men posing in a photo booth [53] T. Blu magazine advertisement with a young woman posing on a chair [54] U. Playboy magazine advertisement with a young man with many female hands and a close-up of a woman’s face [55] V. Cigavette Instagram advertisement with a young woman lying on a bed [56] |