Layer 1
Jake
Gender - Male
Age - 21
Live - hull
Who they live with - Lives with parents, planning on moving out
Working - apprenticeship as a brick layer
education - Left sixth form early, started working.
relationship status - Casual relationship
Sexual orientation -Straight
religion - Nothing
Layer 2
Hobbies - Football, going out socializing and drinking, gym, making money
Interests - cars, making stuff himself, Sport and women
Dislikes - flowers, getting tied down early
Time spent - down pub, watching/playing sport and working out, supporting local sports team, does a few jobs on the side on his own
Layer 3
matters - having a good time, social desirability
dreams - own his own construction company and drives big truck
goals - get rich, big house, married around 29 to hot wife
10 years time - be on his way to owning his own company and known his job inside out
Layer 4
media habits - buys lads mags, only reads the sport part of the paper, mens health,
music - likes a variety but is not massively into music, radio 1
TV programmes - top gear, anything on dave, spartacus
Brands - doesn’t care what brand but always looks good.
Films - warrior, superman, gran torino, the expendables, die hard,
Actors - jet li, tom hardy, matt damon, bruce willis, arnold swarznegger, clint eastwood, charlie sheen
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