This ad for Banana Boat sunscreen is consumer oriented because it does not focus on one single product. The strategy in this ad is to sell security and protection from the sun. this particular ad is part of both brand image and lifestyle subset. It focuses on the principal benefit of Banana Boat and what it can do for you. It highlights what the brand is all about. Lifestyle is also evident because the ad sells the ability to have a carefree summer life. Because of Banana Boat, you can enjoy summer without worry.