These feelings are conveyed by the reader because the speaker is someone like them, who works for the things he has and lives an honest life. The spokesperson speaks to the audience as if she were a colleague, because she wants the reader to understand that she is like them too. The relationship shared with the audience is achieved by the friendly tone and atmosphere of the commercial. By making the viewer feel like they could connect with the spokesperson, the commercial was able to pique readers' interest. The relationship created with the audience was helpful because now that the reader has a connection with the spokesperson, there is now trust that it will make the audience look fondly at the Ford car. The business connection with the public has created trust and a feeling of common ground, which will lead to more people considering purchasing the product