In New Media 10, we’ve been tasked to choose and analyze a commercial to find its target audience. This particular one I’ve chosen is an advertisement by Ikea; specifically, I believe it is intended to sell portable furniture, like the folding chair seen throughout the commercial. I believe the target audience is the retired elderly, because the “protagonist” of the commercial is an elderly man. In addition, it resonates with this audience using its premise; the man is bored spending his time feeding birds in the same place, so he sits elsewhere using a folding chair. He starts by feeding birds in other places and sitting in other places around the park, progressing steadily to travelling the world. This latter part is something that many people want to do when they are retired, and the implication of the commercial is that Ikea is a vehicle to travelling the world.