te to the product using the carefree lives of the people in the advertisement as incentives. The sense of innocence created by the fantasy land (which seems to reference Dr. Seuss story books and Tim Burton's films) makes the product appealing to its audience by relating it to the optimism of childhood that leads to a happy ending.
             The advertisement is created for an Israeli audience and is predominantly targeted at consumers aged 20-30. The actors were obviously chosen to represent young and successful Israeli's - those considering marriage and settling into homes of their own. This demographic would be able to afford high speed internet and are the most likely consumers because they're a generation raised on technology. This is in keeping with the company's objective of selling their product.
             We do not think the advertisement targets either a male or female audience in particular. While the protagonist of the advertisement is male and the female actress is exotic and beautiful, the visual and social themes (couples and weddings) are typically more appealing to women. Additionally, the themes of the advertisement appeal to a young audience (teenagers) who relate to the fairy-tale aesthetic and the idea of happy endings. This would lead to a positive outcome for Pelephone because teenagers in Israel (as well as those in other countries) are becoming the fastest growing market for internet usage (Facts and Statistics on Teens and Technology).
             The audience is also one which relates to American culture and it's ideals. America is seen as the 'land of opportunity' and a to many, a 'better' world. The Pelephone marketing campaign takes advantage of this by embedding symbols of American life into the fantasy world of the advertisement. We can immediately co
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