That appeals to people who need fantasies to fill out
their life with meaning, especially the illusion of importance and
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
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
Did you really notice the
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
This suggests that she is old
enough to really remember the old Thunderbird.