This is an commercial of the Washington’s Lottery.  It video-taped people taking birds that cannot fly to the sky such as chickens and penguins. The birds actually look so excited and happy in the sky as if they were meant to be able to fly.  The source of the marketer is the Washington’s Lottery.  What they’ve encoded within the commercial is the idea that Washington’s lottery get you a chance to change your world and make all your dream come true.  The channel of communication is the awesome ad.  The commercial was cameraed at a background of the open field with valeys and mountains faraway.  It gives people an open and wide view as well as a desire of freedom.  When those birds were taken to the sky, they don’t look scared at all, but so excited and happy as if  the dream of their life has come true.  The scenario was just touching and sweet.  The soft and beautiful background music matches the commercial well. All these made up great channels of  their message.  What delivered to the audience was a feeling of warmness attaching to the company and a desire of changing our lives.  The commercial did a good job in graping people’s attention as well as holding it. It also aroused people’s desire deep down in heart and the feeling of wanting it.  I think it helps improve the brand awareness and most likely, people will tell each other about this great commercial or share it with friends on face book=)