This ad targets the demographic of men who are planning to ask their girlfriends to marry them. The strategy of this ad is expressing that if you buy this ring then your soon to be fiancé will be so happy and distracted by the ring that she will not expect you to make any compromises until after you are married. One tactic that this ad conveys is by putting a tag with this message; men are more likely to buy the ring because they like the idea of not having to make any changes at the time being. In addition, by attaching a price tag to a ring and instead of having an expensive price on the tag, it has a message that men will like. This message distracts men from the price of the ring and helps them focus more on the benefit that they will get from buying the ring.