I chose an advertisement for Ray Ban sunglasses. This ad is consumer oriented because it gives a certain image. There is definitely a specific target audience who wear these type of shades. Ran Bans are very fashionable and hip. In the advertisement, the women look very cool and urban. I actually own a pair of Ray Bans, and when I wear them I feel awesome. The strategy behind the ad is having the courage to express your true self, your thoughts and your personality genuinely. This ad campaign falls into: Brand image and Attitude.