In America vehicles are more than just vehicles, but they give every individual a sense of trust and reliability. At the same time, however, with the increase in the number of vehicles on the road and the distractions used by young people such as mobile phones, etc., the needs involved in using safe modes of travel become evident. In view of this need, Subaru successfully markets its product by focusing on this need for reducing the risk of accidents. At the same time, it surpasses its goal of persuading the viewer by appealing to one of our nature's strongest emotional needs. Because this advertisement appeals to an emotion that alone overcomes all barriers of culture, custom, race, sex and religion, since it is an appeal to the emotion of love. Specifically, and in Subaru's implicit message, the message is even stronger in a way, as it unconsciously taps into the reserve of deep emotional love a parent has for their child. By using this appeal not only will a parent be convinced to purchase a car that will minimize the risk of accidental injury to their children, but they will internalize this message for their own safety and that of all their loved ones.