The proposition in this ad is that Lego will let your imagination soar, and with Lego anything is possible. The target market would be young kids ages 4-9 who like playing and being creative or even to their parents who will buy the product. Three techniques they used are firstly the colour contrast between the red and blue, secondly the ad is all visual there is no headline or copy, and lastly the use of the shadow of the Lego being like an airplane