The one Saab advertisement says Air-crafted at the bottom. The car doors are spread apart like air plane wings and it is set on an airport runway. Generally these things make people think of a fast sports car, speed and power. At the top of the ad the slogan born from jets is written next to the company's logo reinforcing the speed and power theme.
The Ford Escape Hybrid ad is set in a forest implying the idea of good fuel economy and being "green". Kermit the frog is at under the car saying "I guess it is easy being green." At the bottom the 36 is much bigger and bolder than the rest of the text around it. Normally SUVs aren't known for having good fuel economy so Ford is trying to oppose that conception.
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