Advertisements: Target Audience

In this Absolut alcohol advertisement, the targeted audience can be identified as the LGBTQ (lesbian, gay, bisexual, transgender, and queer) community. The ad celebrates the people from countries where homosexuality is illegal but ‘who kiss with pride.’ The advertisement depicts same-sex individuals kissing while the outline of the alcohol bottle is illuminated around their lips, emphasizing the product’s support in LGBTQ pride. The print appeals to pathos as it would connect to this new generation where people suppressed of their true identity are given support for equal love for all. The print appeals to the need for affiliation in a sense of wanting to be accepted by society as most people in the LGBTQ community fear of being disregarded as ‘human beings’. Additionally, because individuals of the LGBTQ community are usually dissociated from a ‘normal’ society, they are treated dissimilar from everyone else. They are scrutinized as bad influences due to beliefs and because they are not considered the norm. This links to the need for prominence within society as individuals of the LGBTQ want to be respected just as anyone else.

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