All products or services are directed towards a certain group. In other words, advertisers have a certain demographic in mind when they market a product. Let me give you an example.
A few years back, Apple computer had a great advertisement campaign. Two actors were used and one represented a PC computer and the other represented an Apple computer. The PC actor was chubby, had glasses, and was a bit uptight. The Apple actor was much more carefree and definitely had a cooler look. However, both actors had a certain charm and it was all very lighthearted.
This commercial appealed to certain people. It appealed to working professionals and students, people who already had computers for a while and wanted something easier to use. The commercial also presupposed enough wealth to buy a computer, or even a second one (as the purpose was to get people to change from a PC computer to an Apple computer). It also presupposed people who had leisure to do "fun" things on a computer.
In the end, the commercials were done very well and definitely appealed to a certain group.