The "good" ad that I found is a FedEx advertisement. The company is very simply conveying that they get quality items from the seller to the buyer. There is no hidden meaning that suggests one race or culture is superior to another. In fact, you could even assume that the hands in the upper part of the ad are "working" hands, and the piece is being passed from the "working" hands to the consumer's hands. The ad is very simple, and to the point without and hidden meanings or degrading suggestions.
The message belongs to the FedEx corporation, and they are the company that paid for it to be reproduced and distributed.
The "text" of the message suggests that FedEx can successfully get your prized possessions from point A to point B. The "subtext" could be that one pair of hands are the "working" hands, and the other pair are the consumer's hands. The "tools of persuasion" being used could be human nature. The ad does a good job of separating the corporation from the experience that we as consumers have. The hands in the image give the company a much more personable feel.
I stumbled upon a very interesting article that explored the different levels of pay within the FedEx company-apparently only FedEx Express pays what is considered a "living wage." The article can be accessed here. It goes on to unearth the pay inequality that many FedEx drivers face. Many FedEx employees do not have benefits, health insurance, or a 401k. The article suggests that this particular business model is what helps them to prosper.
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