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April 2007 - Strategy Magazine
Youth report

Sarah, 13
Port Williams, Nova Scotia • Grade 7

Day One - a Thursday

I woke up, got dressed went downstairs to eat breakfast. Then got ready for school. My mood today is cheerful and tired (I had a school dance last night.) I'm looking forward to Ladies Rip night (Rider Improvement Program) where you improve on your snowboarding skills. The upside is that it's only girls

allowed. No boys. I'm dreading Full Band. Every one in the grade seven band gets squashed together in one small room.

What was the first ad or branded message you saw this morning? Why did you notice it?

Ardène. There was a black skirt with ruffles. The matching tank top was Ardène too. It was black with a pink polka-dotted shrug.

I liked it. I saw it at Ardène before but they ran out of my size. My friend Nicole was wearing it. Also I love anything pink.

What did you choose to wear this morning?

The tank top white, the Henley was blue, blue jeans, penguin socks and blue earrings and necklace.

The brands: Old Navy, American Eagle, Limited Too, Bizou and Claire's.

Afternoon

I had a busy day. Math, Science, PE. It was fun though because my friends and I talked up a storm at the cafeteria. It was a hectic day. Here, there, EVERYWHERE! My activities: Physical? Badminton in PE.

Verbal:? Class Discussions.

What brands did you encounter this afternoon? Who do you think they're for?

American Eagle - fun, Garage - trendy, Mac computers - hard working, Oreo's - sweet on the inside, Ardène - like a bit of everything in their clothes, Farmers milk - thirsty and nutritional, Scholastic - avid readers, Gap - happy with life, and Reebok - fit.

Which stood out?

A.E. and GAP.

Why?

They both use bright colors and huge logos.

What media did you use today?

Laptop - working at school, camera - taking pictures for your mag, MP3 - listening to music and the television - watching MMM and MuchMusic.

I usually watch Much On Demand to listen to what's happening to all the singers. What they're doing usually leaves an impression on me.

Day Two - a Friday

Wake up, get dressed, eat breakfast, get ready for school. I'm feeling mellow. We have a half-day today and I also have horseback riding.

Which brands stood out today?

Ten, Maybelline, L'Oréal Paris, NYC , CoverGirl, Mary Kay and Bonne Bell. I noticed them on the make-up my friends and I were testing out.

What media did you encounter?

Radio. We played it while we were doing each others make-up. We learned how lucky we are. We don't live in a country with tornadoes or tsunamis. The content that interested me the most was about how much snow there was in the Yukon.

Day 3 - a Sunday

I didn't wake up until noon today. I slowly got up, dragged my self to the kitchen table and ate. Took the dog out. Typed this up for your mag. Did homework.

What forms of media did you encounter?

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