The emotion it best represents is joy as every person in the picture is smiling and looks happy. The ad shows one person playing with a recognizable Nintendo controller, enjoying himself, while he is closely surrounded by men and women who are also actively participating in his fun appearing to be cheering or congratulating his efforts. It shows a youthful exuberance as every person appears young and animated. Though it lacks text and instead of a narrative, as O'Barr stated "music, motion, color, and other features are sometimes used in an attempt to evoke attitudes and feelings in consumers rather than to tell specific stories" (p. 10); in this instance the ad uses motion and proximity of the people to evoke a sense of togetherness and a party like atmosphere as they all appear to be friendly with each other or maybe even a family.
The ad is effective in demonstrating the interactive nature of the Nintendo Wii Console. It challenges the dominant ideas of most consumers by showing an alternative depiction of what videogames represent (O'Barr). Instead of the traditional expectation of what playing videogames involves as a typical depiction would be one or two people on a couch focusing intently with minimal body movement.