"Boo" and "Pumpkin" Mini Coop Ads (Chapter 1) - I believe this ad is successful in that by assuming that this ad was placed sometime around Halloween, it uses societal traditions to relate with their automobiles. By treating the car as a ghost in "Boo" and as a jack-o-lantern in "Pumpkin", the ad playfully reminds the viewer of a fun tradition of childhood, and thus connects the product with the idea of having a fun time as a child. The size of the car also plays with this notion of playfulness, in that a small car is associated with he term "fun size".


"Eat Mor" Chik-Fil-A ad (Chapter 2) - This ad uses its competitors to its advantage. When most people think about fast food they think of burger chains such as McDonald's. This ad playfully reminds viewers that there are other options in fast food eatery. Most people believe that eating chicken is a healthier option than beef, so at first glance the ad seems to serve as a simple reminder that nice should make better choices in their meat selection, bu upon further investigation one notices the poor spelling and sees cows painting this slogan. With the addition of the cows, the ad once more reinforces the idea that chicken is a better option but in a more humorous way than say a PSA ad begging viewers to make healthier decisions.


"Stolen Handbag I & II" Best Behavior Handbags (Chapter 3) - This ad effectively uses reversal in order to intrigue viewers and generate interest. The ad shows standard contents of a purse either on the ground or in the trash, this gives the idea that ones purse had been stolen, but instead of being stolen for its content, which is what is done in most situations, this ad shows the handbag as the item that is worth stealing. By doing this it makes the viewer challenge his or her ideas of thievery and rework them thus making them think of the product in higher esteem than other handbags that are normally discarded with their contents being of worth.



"Shirt" Columbia (Chapter 4) - This ad uses emotion as a vehicle to urge viewers  to purchase Columbia products. It relies heavily on its tagline, which when coupled with image of a grizzled man with his arms crossed in the rain, gives off the feeling of ruggedness and manliness. With this tough aesthetic in place one relates the product with being rugged, and durable able not only to last in the elements but defy them.