Audience - Appeals to the driving portion of the the population. mostly those with families that they want to keep safe while on the road.

A - Catches your attention by being out of the ordinary. Crash test dummies are just dummies; however in this case it has the emotion of fear of testing a four star car.

I / D - Sparks your need and desire for protection and safety.


A - Persuades consumers to take action by only purchasing five star cars determined by ANCAP (Australasian New Car Assessment Program). Advertisements made by the actual car company cannot be trusted due to marketing schemes. ANCAP is a company that provides independent information on the safety of various models of cars and is trusted world wide.





Audience: Appeals to people of all ages. Whether you are a new born or a grandparent, milk can benefit you.

A- Catches your attention by being mildly shocking yet simple. An image as ordinary as eating cereal in the morning and drinking out of a glass is twisted in an unexpected way.

I - Catches a consumers interest by appealing to the need to be healthy. It is known by virtually every human being that milk is healthy for you and makes your bones stronger.

D - Desire comes into play when the consumer thrives to be stronger. This illusion of strength from milk comes from the image of the bent spoon and imprinted milk glass.

A - The ad inspires consumers to drink more milk. The benefits of taking such action would be health and strength. This ad indirectly appeals to the need for aggression to sell it's product.