Demographics

Demographics - statistical data relating to the population and particular groups within it.
Demographics class table shows how society is divided into different classes. It is believed that different  classes have different ideologies and preferences therefore institutions produce different adverts for different products in order to appeal to everyone.

For example upper and middle class are more likely to watch Waitrose adverts, as Waitrose as seen as supermarket where people of the higher class tend to shop. 

Example of Waitrose advert:

This advert uses instrumental music in the background, which is similar to the classical music, which is usually associated with higher classes. This is due to classical music being seen as purer and it is believed to have greater tradition, as well as it usually requires higher skill and accomplishment to produce.
There's also a voice over present in this advert. For the voice over the man with southern accent has been used, this is because southern accent is seen as prestigious as well as because Waitrose is mainly found in the south.
The advert also focuses on food and traditions associated with the food. The advert also shows people of different ages, therefore targeting a wide range of audience.
There's also a slogan at the end of the advert - "Everyone deserves quality food". The slogan suggest that Waitrose provides high quality foods and "everyone" suggests that Waitrose has a wide range of the costumers. 

Lower classes are more likely to watch adverts for supermarkets such as Asda, as it targets most of the population and it is not seen as "posh" as Waitrose. 

Example of Asda advert:

This advert uses mainstream pop music, which would appeal to the most people who Asda is targeting. The song used is Sax by Fleur East, who is know to be on the X-factor, which is TV programme aimed at  working classes and therefore people are more likely to know the song and therefore associate the song with the advert and therefore the brand.
Just like Waitrose advert, this advert focuses on tradition, however it represents traditions that are associated with working class; such as antlers.
The slogan used for this advert is - "Save money. Live better.". This slogan would appeal to the target audience as lower classes tend to buy goods from more affordable places and therefore Asda is offering that for their costumers.