Since everyone needs to sleep, this ad uses the psychological need. And because everyone needs to sleep, I think that this ad doesn't really have a specific target demographic, except maybe Katherine Heigl fans. The only thing that could contribute to a specific consumer would be that the ad was found in Good Housekeeping magazine, and therefore could be directed at new parents who don't get much sleep, or just tired housekeepers in general.
Furthermore to the Katherine Heigl aspect, the celebrity endorsement is obviously a testimonial. The ad also states that she is a "real-life user and snoozer." So people who like Katherine Heigl will be likely to buy Nyquil so that they too can snooze like Katherine Heigl.
The colors in the ad are also effective in endorsing the product. The cool blues and purples not only match the bottle but create a calm and relaxed vibe when looking at the advertisement. Even the lighting is a little dim, which makes one think of sleepiness and bedtime. The background also has stars that further adds to the nighttime, tired feeling.
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