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Waterfalls are known to be peaceful and relaxing which would appeal to the average family who run hectic lives, by the use of the setting it attracts parents by showing them what they want, a peaceful setting one without everyday troubles ,which just so happens to have a Volvo in the foreground.
Another technique used to appeal to a family is the use of the child and the woman. Every parent wants there children to grow up safe and unharmed but still experience an adventurous childhood, this advertisement exploits these feelings by the slogan "the world's most exciting safe choice" this slogan indicates that you can have safety and adventure in one, before you could either be safe or adventurous not both...
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