Almost all ads have a strong fanatasy element.

That appeals to people who need fantasies to fill out their life with meaning, especially the illusion of importance and attractiveness.

A magazine ad communicates on different levels at the same time in that few seconds while you are glancing at it. Many of the strongest message aim at a narrow segment of the population and at their wishes, dreams, fears.

Starting at the top, the layers of this ad are: verbal, then visual and then symbolic. Each layer has its own message.

First layer: words, words, words. Appealing to the practical side with information.

THE THUNDER'S STILL THERE (a cue to the symbolic meaning)

Second layer: picturing a woman in a dress beside what appears to be a luxury car--except that it's red, which is not a luxury car color. Ad research say's red is powerfully attractive to women. (which is why Winston and Marlboro cigarette packs are red)

Did you really notice the reflection?

Third layer: symbolism. The new luxury car reflecting in the water and showing its 'true' color: it's the ' good old' sexy, sporty Thunderbird.

The woman is also not accurately reflected. Her arms are in, not out. She is not a model posing against the new car, she is a regular person just standing beside the old one.

This suggests that she is old enough to really remember the old Thunderbird.

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