Professor Margaret O' Keefe Course: Fundamentals of Advertising Date: 17 March 2014. Reflection Essay on the BobosThe term Bobos actually refers to Bohemia and the bourgeoisie. These are two different social classes that have mixed to form the Bobos, a class that brings completely different characteristics from the two distinct classes. In this article I will discuss these two demographic groups as it pertains to psychographic market segmentation. At the end of this article, I will give my opinion on the best advertising tips that can be used to target the Bobo market. During our class discussion, I learned a lot about the Bobos. To begin with, I realized that Bobos presents a balance between the characteristics of the bohemian and the bourgeois. While Bohemia is naturally creative and emotional, bourgeois are serious individuals tailor-made for the corporate world. The Bobo thrive in the information age and therefore have a taste for luxurious living. They are people who live large and spend on expensive goods. Brooks, for example, says these are people who have renovated kitchens the size of airplane hangers in their homes. This group consists of educated and wealthy individuals of the society. Thanks to their education, this group of people have good jobs and earn a lot of money and therefore live a life of consumerism. Although bohemians traditionally showed rebellion and lived a free life, when they gain education, their rebellious attitudes are tamed and eventually, they decide to live an independent but responsible life. These are people who were against consumerism but when they got a good job and good money, they could no longer resist consumerism. Brooks noted that, for Bobos, “the ideas and ideas… at the heart of the document… should focus on this (Communications and Consumer Behavior 17). If targeting the Bobo market, advertisers should be keen to mention quality and price. Consumers will be attracted by a quality product and will not worry about the cost. Conversely, an affordable product could be a game-changer. In my opinion, quality and price are not the only factors when making an advertisement aimed at the elite group; Uniqueness is also a crucial factor. The Bobos want to stand out and at the same time they want to conform. They want to rebel and at the same time support some values. A prudent advertiser would like to highlight the quality, cost and uniqueness of a product or service if he wants to capture the attention of Bobos. Discussion of Works' cited book on Bobo in Paradise. C-SPAN, 2000.Brooks, David. A conversation with Gwen Ifill. 2000. Print."Communication and consumer behavior". McGraw Hill, 2012.