The men marching are obeying orders of a superior. They all looked the same, probably even acted the same. The fact that men are marching in an orderly fashion means there are strict rules involving their government. The men are forced to obey, if you rebel, there can be serious consequences. Strict rules, means no freedom, and everyone wants freedom. Americans don’t want to face with strict laws,and their personal freedom taken away from them. It's a fear that no one wants to face. This is very intimidating because people never want to experienced dictation, especially in America. Freedom means happiness, individuality and self expression. If that is taken from them, no one can express their opinion or live in peace and hapiness. The fact that this commercial presents their ad like this automatically pulls back the audience instead of drawing them close.
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