This document analyzes an Apple MacBook Air advertisement. It summarizes that the ad shows the MacBook Air being removed from an envelope to emphasize its extreme thinness. It then discusses the ad's goals of creating consumer awareness of the MacBook Air's status as the world's thinnest notebook. It analyzes the ad's use of cognitive learning theory to first create awareness of the thinness and then reinforce the ideas that Apple products are thin, innovative, and ultra-portable through persuasive messaging.