RLB #46: Annotate #42 or #45 for audience.
(RLB #45) By just taking into account the product itself, we can immediately narrow the audience down to those of drinking age; the whole demographic of young children to adolescents is eliminated. Also, whiskey, by nature, is a stronger, more pungent liquor, commonly associated with men of class. Therefore, it is unlikely that the intended audience is women. Finally, most men 65 and above (or at least those I know) don’t watch much TV, and when they do, they certainly don’t use commercials to influence the drinks they buy. By that age, most men would have a fairly unchanging palette, and know what brands they enjoy. In light of this, by only looking at the product, I’d surmise the audience to be men from 18 to 65.
Examining the strategies used in the ad will narrow the audience down further. In my previous analysis, I identified the primary strategies as being humor, music, and escaping to another world. Meanwhile, the brand prides itself in having “Taste Above All Else,” and the ad exudes a spirit of adventure, appealing to man’s desire to be in control. Considering that brief “goodbye to the crew,” wherein Jameson quickly kisses a woman aboard the ship before jumping off, one can say the ad is catering to single men. The idea of humor appeals to people of all ages - my father liked the ad too - but that desire to conquer and prove oneself is especially common in younger ages. Meanwhile, the heavy reliance on blue - a color commonly associated with intelligence and calmness - insinuates the audience is unlikely to be college students, who use alcohol in a much more energetic manner. That said, I would guess the audience for this ad is single men 30 to 50.