POSI.

okay, so after some searching I figured out that most advertising is trying to be pretty positive. most people want to feel good when they buy something, so it all makes sense.

another (less obvious) take is using a person with positive connotations to advertise a certain product. For example: Wes Anderson. He's known for quirky, colorful, fun, story-driven movies. So when american express chose him to promote their card, they are trying to say, we are colorful, fun, and quirky. (cough- credit card debt-cough) anyway. color is obviously an important aspect to these ads. The bright rainbow colors that both apple and vitamin water use are an automatic good feeling maker (for most people anyway..) The ads are simple, playing on the idea of simplifying life, a common theme for most "trendy" money-making americans. Speaking of "trendy," all three of these positive ads seem to target the young, artistic audience.