Music is a big part of our culture. In a way what you listen to represents a part of who you are. This advertisement above depicts Kevin Durant wearing Skullcandy headphones. This ad is targeting basketball fans. It probably leans towards young men because Kevin Durant is a young basketball player who was a big part of this years U.S.A. Team that won the gold medal. Kevin Durant isn't the only basketball player they have sponsored. They have used a lot of famous young professional basketball players to make basketball fans want to buy Skullcandy headphones.
I believe that young men have become Skullcandy's primary target.
Skullcandy has a not only a basketball team, but a skateboarding team as well. I'm a big basketball fan and I was a sponsored skateboarder and I know that a majority of basketball fans and skateboarders are young guys.
I remember meeting Eric Koston (the one with the hat that's not backwards) and I can tell you that everyone in line to meet Koston was a young man.
As a skateboarder and a basketball fan I find these ads to be effective towards their target audience. I was in Best Buy when I stopped by the headphone section. My cheap headphones died out on one side so I needed new headphones, but I didn't want to shell out the money to get Beats so I bought a Skullcandy headphones. So far the headphones have been pretty durable with decent quality. I found the Skullcandy headphones to be worth the $30 compared to Beats $100 or more headphones. Maybe they know that some young men don't want to spend a lot of money on headphones or can't afford a more expensive brand such as Beats.
(Remember I'm talking about headphones, not earbuds.)
I'm definitely part of Skullcandy's target audience. Skullcandy may be narrowing down their target audience, but it seems like the more these advertisements narrow down their audience the more personal their ads become.