It's interesting how the recession is affecting the goal of commercials recently. In addition to these Hyundai and Target spots there are many more out there. The main focus of these commercials is to draw attention to how they benefit you during the economic recession. Hyundai and Saturn are now offering the opportunity for customers to return their vehicles if they lose their jobs with no harm done to their credit. Not to say that these ads are not of good quality, but it seems that ads in general are putting appeals to innovation and lifestyle lower on the list of priorities and putting economic thriftiness at the forefront for the time being. Target brilliantly mastered the appeals of creativity, lifestyle, and economic thriftiness in this ad- sans scare tactics, thank goodness. They used "new day" as a euphemism for economic recession to make the ad positive. It is not trying to scare us into changing our ways according to the time, rather it is offering optimistic, fun, and rational alternatives to the old conventions.