Throughout the world of advertising, feelings can be associated with just about anything. Manufactures are always attempting to “connect” their buyers with their products using signs in their advertisements. The signs in advertising are words or pictures that have both a literal and figurative meaning. Notably, the automobile industry is known for associating automobiles with feelings of success and power when literally, an automobile’s sole purpose consists of getting from one place to another. For example, in 2013, Lexus placed an ad in Sports Illustrated magazine for their new RX crossover. The ad features a series of pictures in a particular format portraying an attractive man “celebrating life.” Lexus’ use of formats and emotional appeals are how the manufacturer hopes to persuade their intended male audience to purchase their vehicle. The series of photos located on the top of the page follow a format similar to Instagram’s format (a photo sharing social media). The username of the poster of the photos is “Cody_76.” This information can be used to assume that “Cody” is the man’s name and “76” represents his birth year, 1976. The advertisement portrays Cody, a happy, attractive thirty-eight year old man using a new photo sharing social network. The text throughout the advertisements plays an important role in the emotional value of the advertisement itself. The captions for the photographs associate buying the vehicle with expecting greatness and happiness in life. The oysters portrayed are “a taste of things to come,” implying that this particular event is only the beginning of a series of great events. The second photo portrays Cody chalking his cue, he’s about to win the game, he’s calling the shots. This is a symbol for the viewer taking control of his life and making decisions (buying a Lexus RX) that will lead to success. Following down the path of Instagram photos, Cody ultimately shares