Fed Ex ad

        In this print ad Fed Ex uses a very simple format to get its message across. The image of the vase is a symbol of something valuable or priceless that could be interpreted as being handed down from one generation to another. The image also denotes that this vase is made of glass which makes it very fragile , hence it has to be handled with care. Fed Ex uses the ad to suggest that its service is hands- on and also very personal because there are two hands at the top of the picture plane which seem to be  masculine, a symbol for strength, while reaching through the bottom of the box are two female hands that are handing over the glass vase .
        The words Express are written on the box suggesting speed, and so the overall message of quick service for even the most fragile and valuable items is immediately evident to the viewer. The box contains the Fed Ex logo which is centralized , and this reinforces the concept of dependability and stability that this company is trying to promote. The box is also placed in the center which balances the composition, yet its placement could signify that the company sees itself as being a central force in the global shipping market. Another important sign is the open ends of the box which show that the delivery of the vase is instantaneous. There is no barrier to stop the hands on top from taking the vase immediately and this is the ultimate goal of this shipping  company.