According to William Meyers in The Image Makers, Madison Avenue's most widely used categorization of people in our society is that suggested by SRI International's VALS (Values and Life-Styles). This divides people into five basic groups, as follows:

Belongers: The typical traditionalist, the cautious and conforming conservative. Archie Bunker is a Belonger; he believes in God, country and family. These are those who are the staunch defenders of the status quo (33 percent of the population).

Emulators: Not so set in their ways, a small but impressionable group of young people in desperate search of an identity and a place in the adult working world. They will do almost anything to fit in. They lack self-confidence and…