When I saw this advertisement, I instantly found myself thinking aww, how precious. And, this is precisely what FedEx was aiming for when they made this ad. By having older hands – which suggests a grandparent – give the toy to younger hands – which in return suggests a grandchild, FedEx is portraying its company as loving and family-oriented. It is bringing people together.
This ad does a great job of using emotional elements. Although there is no one demographic that this company has to aim towards – people of all ages and ethnicities mail items – FedEx is aiming towards elderly people with this ad. They did a great job aiming towards this age group because most grandparents' pride and joy is their grandchildren. The fact that I instantly was touched by this picture shows the effectiveness of this advertisement.
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