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FUBYAS SOCIAL GROUPS SPECTRUM • How THE GROUPS FEEL ABOUT EACH OTHER -- GROUPS ON CONFORMING END OF SCALE VIEW NONCOMFORMING GROUPS WITH DISTASTE -- NONCONFORMING GROUPS TEND TO RESENT CONFORMING GROUPS • PHONY • THE "HAVE'S" -- DON'T HAVE TO STRUGGLE FOR THINGS -- ALL GROUPS TEND TO ADMIRE THE MOST NON-CONFORMING GROUPS • NOT WHAT GROUP DOES • BUT WHAT BEHAVIOR REPRESENTS: " THE "GUTS" TO NOT CONFORM -- NOT BEING SADDLED WITH ANY SENSE OF RESPONSIBILITY

1' 0 EXTREME NON CONFORMITY I 9ZLZ 9LZ04 FUBYAS SOCIAL GROUP SPECTRUM INCREASING ORDER TODAY'S SOCIAL GROUPS SMOKING INCIDENCE THEY TOLD US••• I • GOODY GOODIES • PREPS • G9's • DISCOS LOW "PREPS DON'T SMOKE" • ROCKER • PARTY PARTIES • PUNKERS • BURNOUTS HIGH • "CIGARETTE TRENDS WOULD START WITH ROCKERS OR PUNKERS"

.-. FUBYAS SOCIAL GROUPS SPECTRUM 1' 5 0 EXTREME GNCONFORMITYI tZjZ 9LZ05 TODAY'S SOCIAL GROUPS UPWARD (BELONGING & BEING DIFFERENT) STRIYING EXCITEMENT IQLFA • GOODY GOODIES • PREPS • GQ'S • DISCO's • ROCKERS • PARTY PARTIES • PUNKERS • BURNOUTS "SUCCESS" IS ESTAB- DON'T GO NEAR AVOID LISHMENT APPROVAL "THE EDGE" SEX APPRECIATE EDGE, LIBERAL BUT RARELY PART- ICIPATE LIVE AT EDGE MORE NOW AND THEN LIBERAL "SUCCESS" IS ESTAB- THE VERY MOST LISHMENT OUTRAGE EDGE LIBERAL

FUBYAS SOCIAL GROUP SPECTRUM • WITH REGARD TO "SOCIAL GROUP" PARTICIPATION, FUBYAS TEND TO LIVE IN A MOVIE -' THEY KNOW THE ROLES -- THEY KNOW THE SCRIPT -' THEY KNOW THE COSTUMES ~ '- THEY KNOW THE PROPS ~ • WE WANT TO SUPPLY ONE OF THE PROPS -- THEIR BRAND OF CIGARETTES N N

1' EXTREME CONFORMITY T 0 ~ EXTREME NQNSONFORM 1 Tv £ZLZ 9LZOS FUBYAS SOCIAL GROUPS SPECTRUM TODAY'S SOCIAL GROUPS MUSIC • GOODY GOODIES MUSIC AS • PREPS • G9's • DISCO'S BACKGROUND (ToP 40) MUSIC AS A • ROCKERS LIFE STATEMENT • PARTY PARTIES - IMMERSION - CONCERTS - PERFORMERS SELECTED FOR THEIR IMAGE • PUNKERS • BURNOUTS ( s CLOTHES CARS DRINKS Dy-ml T' H THE MIXED E FASHION MERCEDES DRINKS LOOK VoLVO L LIGHT BEER 0 - IZOD CAMARO HEINEKEN 0 - "NICE" A K ANTI-FASHION USED CAR TO - FIXED UP OUTRAGEOUS - SOUPED UP - OLD BLACK VAN T-SHIRT PICK UP JUST - SPIKES ON WHEELS CLOTHES 8 HAIR JACK DANIELS BUDWEISER OF THI~ OF THIN

( / t EuBYAS Snc I Ai Ro P SPECTRUM • A FEW T-SHIRT LINES WHICH SEEM TO CAPTURE THE FEELING OF THE SOCIAL GROUPS- SOGIAL GROUP I_WRT_LLRE GOODY GOODIES - NONE (GOODY GOODIES ARE BORING• T-SHIRTS AREN'T•) PREPS Discos ROCKERS PUNKERS IT'S NOT WHETHER YOU WIN OR LOSE• IT'S HOW YOU LOOK PLAYING THE GAME• - IT'S IMPORTANT TO HAVE BELIEFS- I BELIEVE I'LL HAVE ANOTHER BEER• IF YOU LOVE SOMETHING, SET IT FREE• IF IT DOESN'T COME BACK TO YOU, HUNT IT DOWN AND KILL IT• BURNOUTS - TIME FLIES WHEN YOU DON'T KNOW WHAT YOU`RE DOING•