Both the ads focus on a specific quality of their products as selling point. Now beats is a more urban setting with a stylistic look to it and they are focusing on the look of the brand and they are aiming towards black males. The bose ad is a more conceptual approach to marketing their product. They are focusing more on the sound quality rather than the style or build quality of the product hence the ad making its subject look like a volume control. This is aimed more towards suburban white people not gender specific. Very good example of Urban / Suburban and how each brand has its own selling point.
Even if the “Hear What You Want” campaign uses black male athletes, I don’t think the audience is intended to be just black men. I think the audience is intended to be fashion conscious, urban young people, certainly both men and women.