Foursquare and yelp both released great advertising campaigns. I think yelp targeted people that are a bit older and people who are probably more put together in their life, maybe someone that might have a settled life. With an exagerated and humorous approach they add playfulness into the mix. People with more experience in life might a similar experience that drives a more dramatic connection. In camparison, Foursquare, is targeting a audience that wants to explore more in their life, making the copy subtle yet relatable to a younger audience, with general likes, hobbies, food etc..