Cadillac and Ford use implicit communication techniques to talk about our consuming habits. To begin with the Cadillac video, they want to convince us that everything we got in life, we deserved it, if we overconsume or buy things we didn’t need, we work hard for it and we did sacrifice, like he said, we took only two weeks of vacations. He promotes the car because he says implicitly that luxury is the result of working hard. At the opposite, the Ford video tried to explain implicitly that work hard is not a reason to consume. For example, the lady says that a good reason to work hard is to make the world better by buying a Ford, you will help the planet because, like she says, we are consuming a lot and we will slow down the cycle of consumption,
