Audiences.

NRS data idnetifies different working groups through an aslpahbeted system. the further into the alphabet, the less well paid/socially affluent they are:

A - upper middle class.

B - middle class.

C1 - lower middle class.

C2 - skilled working class.

D - working class.

E - those at lowest level of subsistence.

A,B,C1 families are those regularly targeted by advertisers/brands as they are more likley to be able to purchase higher end / more expensive produce.

It's likley that A's will be aged older (30+), as to earn a high disposeable income you need to be well educated to get a good job, thgerefore connoting the A audience is older as they would spend a long time in eductaion working toards their dream jobs.

   

Campaign audiences aimed at A audiences.

Denoted serif font connotes that the campaign is targeting an an audience in which has a high dispoable income as serif font has flicks in which gives it a classy effect, therefore appealing to
a more 'classy' educated audience, the font also attracts a female audience due to the flicks giviing it a more 'handwritten' and 'girly' effect, typically making it more relateable to women.
Denoted colours are ones such as pastel blue and neutral colurs such as beige, white and black, these are used as they oppose from florecent colours, as florecent colours are typically seen on kid's or common advertisments due to their bright, visually appealing apperance, therefore the campaign has used low-key lighting and toned down colours to attract an older audience, more sophisticated audience.