Journal #13

1. What cultural myths are invoked in the ad?
Because of the technological world we live in today I think there is a feeling that only older people read newspapers in print form.

2. What relationship do you see between those myths and the target
audience for the product? How is the myth conveyed or hinted at?
The ad is showing that the Wall Street Journal, a internationally renowned print newspaper, can now be hip by reading it on an iPad and showing the target audience (20 - 30 somethings) that the newspaper is technologically savvy again.

3. How do the characters in the ad function as signs?
There really is no character in this ad, however, the sources that the reviews are from could be seen as characters. Then these characters function as signs of how other people that like the same things the audience do, likes reading the WSJ on the iPad.

4. What story does this ad tell about how happiness is achieved?
Happiness is achieved by being current with technology and "keeping up with the Jones's"

5. How is the ad playing off its audience's desires and/or fears?
It is playing off the audience's desires by showing that they too can be cool with the iPad and the WSJ.
It is playing off the audience's fears by showing that if they don't have the iPad and the WSJ then they are behind the times.