Producers rely a significant amount on the process of intertextuality and how the text then creates an underlying message that is then passed on to the consumer. A form of this that many producers turn to is the use of self-esteem advertising. This is a form of advertising that is often used to attempt to alter consumers' attitudes and behaviors towards products by stimulating positive feelings toward themselves. In order to be effective, advertising should provide the viewer with some form of reward. "Consumers will often find ways to stimulate their emotions despite whatever the product is they may be purchasing, in order to feel better about themselves." (Durgee, Jeffrey F) This is often what the idea of a bucket list has been created to offer. It offers the satisfaction of accomplishing goals which have been set to achieve. The concept of what self-esteem is, has been prompted as a behavioral attitude that relates directly to one's personality and behavior. We have all been faced with the internal understanding of, 'If you use our product, then you will feel good about yourself." Advertisements are used in hopes of generating these positive feelings toward the self as if it challenges the viewers evaluation of who they are. "An advertisement will generate positive feelings toward the self and brand it in positions as a reward for some common achievement." (Durgee, Jeffrey F)

The company behind Honda automobiles have created a campaign which they refer to as the "Leap List", which is another concept defining the idea of a Bucket List. This way of advertising is used to enforce particular emotions upon their consumers in order for them to grasp a sense of belief that with the products that have been created, they personally will then be left with a sense of empowerment and happiness. Each of these two advertisements that have been created throughout this Leap List Campaign are to portray the idea that with this particular vehicle, the CR-V, one should be persuaded to purchase this vehicle with careful thought and consideration which is, the consumer will be able to achieve the set goals that have been created for specific scenarios. The scenarios that are being offered here are, "Before I get married...." and "Before I have kids...." Each of these are monumental stepping stones towards the development and path of which one's life will perhaps travel down. These "stepping stones" then create a mythology of what life is to mean to each and every one of us. There has been much research that has developed and supported the idea that individuals who set behavioral and achievable goals perform better than others who instead do not choose to set goals. Those on the other hand who do set and accomplish these goals are more likely to experience a sense of happiness along with content than when compared to those who do not. (Lundstrom, William J; Donald, Sciglipaglia)

Upon first glancing at this first image of Honda's CR-V advertisements, an initial reaction would be that this advertisement is to promote either this particular mode of the vehicle or rather it be created for a purpose of promoting the act of traveling and how traveling can then benefit one's life. It is evident that this particular advertisement is contained on two pages. Therefore, is it evident that the connotation of the ad is equal to the ideal, which is contained in the top half on each page of the ad. There are several images that are contained within this ad and the idea that it consists of images of a variety of activities has been placed there not to promote traveling, but to rather catch the eye of those viewing or picking up this advertisement. "Scopophelia is central to understanding symbolic consumption because it accounts for the psychic energy or force that enables consumers to engage passionately with the symbolic substitutes for the real thing. Consumers internalize the force and meaning in advertising by means of the psychic drives of projection and internalization, projecting themselves into the brand." (Courtney, Alice E; Sarah Wernick, Lockeretz) This is where the intent of the Leap List begins to set into place. The signs that are found throughout this advertisement are everything that is seen, from the pictures, the designs, the words; all of which signify the relation they have to the entire advertisement as a whole. The reason that this advertisement works the way it was designed to work is because it has been designed for a direct and specific audience. It focuses on the emotions of the viewers and how they will internally feel by looking at what the images have constructed throughout the ad and what they all have to offer. Often times there is a type of happiness that is hoped to be sought out as well as pursued. This type of happiness is determined by one's temporal focus that individuals tend to choose more exciting options when focused on the future and how it will effect their life later on, and in opposite of that, more calming options when focused on the present movement. Consumers are often focused on their feelings and emotions that will be held in the future rather than when looking at the present, especially when in search of purchasing a product. "Older people tend to choose emotionally fulfilling social interactions, whereas younger people tend to choose social interactions that provide novelty. Older people tend to also be more persuaded by messages that serve emotionally meaningful goals." (Mogilner, CAssie; Jennifer, Aaker; D. Sepandar) It has been proposed that the nature of an effective experience, (or claim) determines whether the affect will be more influential for short term versus long-term decisions made by the consumers. (Cenk, Bulbul; Menon, Geeta) This idea is the one reason which sets this concept of the Leap List apart from other advertisements that are intended to grasp one's attention. When people typically think of the idea of a bucket list, it is often meant for those to accomplish things that may occur later on in their life prior to the time which they reach an end to where they are no longer capable of accomplishing certain activities. However, on the other hand, this particular ad is directed at a younger audience, hence the phrase, "Before I get married..." I believe that this advertisement is directed at and used to attract a younger aged audience, or at least those who may be in search of a new form of adventure or direction in their lives.

This leads into the idea that, "Slogans are very important in brand building, and recall is considered one of the most effective measures of slogan success." (Moore, David.; Lee, Seng Pil) Slogans can provide a unique and significant contribution to a brand's identity, which can certainly be seen throughout this advertisement. This phrase coins the idea of the Leap List. This discovery of identity and purpose then in turn enhances brand awareness and brand image through it's recognition, recall, and favorable associations for that very brand. The "real" description of the image which the producers are intentionally trying to enforce across to the audience can be found on the bottom half of each page. The central focus of the entire ad itself is in fact the Honda CR-V. "You know that list of stuff you want to do before all that other stuff you're supposed to do? The technologically advanced up-for-almost anything Honda CR-V was built to help you check off every last item." The producers of this image and idea behind this product have hopes that those who are viewing the ad and seeking adventure will then be attracted to the design and appearance of this advertisement which will then turn around and make them all want to own this very same product themselves. The multitude of graphical and linguistic signs conveyed throughout the advertisement voice the memo of the advertisement simply by only relying on images with the use of a minimal amount of wording. The colors, symbols, and images, which are then combined into the compositional modality that is in turn used to draw in the viewers, that there is the option that they can choose whatever applies more directly to their lives to be inserted onto the blank line. With that being said, it is a very active advertisement. It directly allows the viewer to engage themselves within its content.

The visual and verbal strategies that are used to convey the image is having the ability to attract the viewers and appeal to one's life based on a significantly close personal level. Another main strategy is the placement that the advertisers/producers decided on. When looking at the framing, the initial thing that caught my attention was the word I in the phrase. "Before I get married I want to:" My initial question was, "Who is I?", because there is no single person that is photographed. This then led to the understanding that the "I" is directed as the viewer themself. This is where the producer directly connects with the consumer. This is also where the understanding of grasping the knowledge of the viewer's emotions takes place. the ten different activities which you see placed into this entire image are things to do before one gets married, along with the shape and style of the vehicle to look to appeal to a younger audience rather than say a father of a large family, or even a young mother. This does not come across as the typical advertisement used to attract those considered to be "soccer moms." In other words, this is the description that is society has implanted into the meda on how young people should perceive their lives.

The ten different activities listed all appear to be what most people would consider to be daring. I believe that the range of social modalities that this is intended to reach out to, is comparatively not too extreme, as it seems to be designed for a particular age group with certain emotions, and by the images and graphics that are presented, particularly for the male gender. "Advertisements often portray the world as a man's world. The ads on the other hand that did show men and women sharing recreational activities, women were often rarely included. Instead, it was the men taking the leading role. (Oswald, Laura R) There is a definite represented interaction that has been produced within this advertisement. The offer is found in the ideal, as the advertisement is offering a list of ten things that one may always dream of accomplishing. the demand on the other hand, is saying purchase this vehicle, and these dreams which you may have are capable of being accomplished. The distance between the viewer and the demand is much closer that it is when compared to the offer. The vehicle almost seems to be right out in front of the viewer or consumer, as if it is just within one's reach, or theoretically speaking, an "easy purchase." It offers a certain amount of intimacy with those in the audience.

The framing in my opinion is centered in the middle of the two pages dealing wiht the mountain range, along with the recognizable monument, Mount Rushmore. We as the viewers are able to see the images that are found behind of and in front of these two center structures. The list of ten different activities of things I want to do "before I get married" are horizontally placed, whereas the placement of the vehicle is at an angle which then draws in viewers more closely and more personally in order to appeal to the viewer's emotions more directly. The distance of these ten different things seem to be further away from the viewer than what the vehicle is as a way of saying that to get to one place, you must initially force yourself to purchase this vehicle.

The placement of this vehicle certainly impacts the effect this advertisement has on its viewers. The salience contained within it is found behind that of the actual vehicle. I find that the reasoning behind this placement is in order to direct the viewer's attention as an additional way of intriguing the reader to think that once they have obtained one of these particular vehicles for themselves, then the ideas and concepts as well as intended emotions that are created in the background along with the underlying message of the "bucket list" will then be their own.