The two ad campaigns for Beats and Bose headphones both appeal to different audiences. The Beats ad is gear more towards a different target audience that been African American Male. The tone of the imagery is high contrast with close up shots of the face of the model on profile. The beats ad looks classy and made for someone with a more expensive taste. The beats ad is also more brand focus. On the other hand the Bose ad campaign is more conceptual and it uses low contrast muted images. The bose ad seems to be more effective when it comes to getting their concept across in a clever newer way.