A fairly high level of education is expected. The audience will probably think that the ads are clever and witty. The lack of text means the audience has to work out the message and/or point of the ad themselves. This would also indicate a more thinking audience is targeted.
By Meg Garven (MM1)
Carlton Dry Concept obvious?
The beer is so dry it repels water. Fairly subtle and clever, hence promotes a notion of being a little more clever than your average beer swiller. Appeals to upwardly mobile professional yuppie types, who are also body conscious.