In the IKEA commercial, it was shown that a old man was walking, towards his spot in the park to feed some birds. However, one day, he saw that someone took his spot. But that doesn’t stop him from going to his spot everyday, so he came back to the same spot but he brought a chair with him. And that chair he got was being advertised by IKEA. Since it’s from IKEA, they would want to target a mass audience, especially a large number of people who are always out and on the go, based off the commercial. The commercial makes you feel like plain folks like us could use the product. Another technique they use is transference with plenty of positive images of an old man being able to go anywhere and use his IKEA chair. Having a large number of people learn about IKEA could lead potential buyers into coming back and buying more furniture products.