This is an ad for a Swiss Army knife that appeals to the technological age we are in. It is not only the Swiss Army knife you remember from your past, it also is a USB drive and a laser pointer.
1. The advertisement should be of interest and value to the reader.
The ad is in Wired magazine, so therefore the features the Swiss Army knife features are already of interest and value to the reader.
2. The advertisement should be precise, that is get to the point asap.
The ad is fairly precise, it doesn't initially say "this is a Swiss Army knife with a USB drive and a laser pointer" instead it appeals to the emotional side of the reader saying "You have memories of your first pocket knife. Now it has one of its own."
3. The advertisement should be concise, that is using the least amount of words.
With 30+ words, this ad could have been much more precise, but at the same time it is not overly verbous. The choices of the words appeals to the computer orineted and the emotional side of the reader, so making it anymore precise would probably eliminate the emotional aspect.
The ad is trying to sell a high tech version of the original swiss army knife, it is saying that this new gadget will be there for you for all of your needs.
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