This is a TJMaxx commercial. The intended for an audience of shoppers and future shoppers. It hopes to bring more shoppers to their stores. . They are working on peoples emotions by spotlighting the amazing story of Lily. They are saying that they are caring and have a soft side and they aren't all business. The commercial was using the tugging at heart strings to show what a great place they are by doing the spotlight. They used lots of colors, lots of real life stories. It is a very moving commercial.
That is a great commercial that uses all modes of multimodal text to advertise a business without ever saying the actual business name except in a very short visual/linguistic segment at the very end.
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