Advertising Campaigns - Class targeting

A

Rolls Royce car advert

Shows a typical 'A' class man in a Rolls Royce - appealing to the ideal self/ partner of the older rich classes, who are most likely to buy this car, denoting that a man like him should have a car like this. Also, it could relate to to the audience, as they are theorised to be similar to the man in the advert.

Also the woman in the advert is young, appealing to the other target audience, the young rich people who want the car as a status symbol. This connotes that people who are impressed by the car will be young and attractive, further attracting younger men to the car, as it denotes that people with the car will gain partners like her.

B

Privilege Car Insurance

Tag line 'You don't have to be posh to be privileged' Appeals to the people who are almost posh, and want to be, and also the people who are happy not being posh but being well off - Bs. It connotes that people on the fringe of being rich should have this, and denotes that it will result in being rich.

The comedic style of the advert - gently mocking the richer classes (As), appeals to the Bs who are less well off than the people in the advert, which allows them to feel superior to them, which might be rare in a the small but very apparent gap between the classes.

And the appearance of Joanna Lumley denotes to the audience that with the insurance they can be like her, rich and appealing, opposed to the other stereotypes of being rich.

C

PureGym - Everybody Welcome Campaign

This campaign appeals to the middle classes, as it connotes to the audience that you don't have to be young and fit to join the gym, everybody is capable and welcome, attracting the middle class older audience who are more concerned with getting in shape with a disposable income that can be spent at the gym. And the addition of young attractive people in the ad connotes that the older audience can transition into the fitter, younger people in the advert if they go to the gym.