When I think of the meaning being assigned to this image I think of words such as "assurance", "safe delivery", and "connection", which in fact has nothing to do with what the service being offered by this ad. FedEx delivers packages internationally, and while it is true that the content of a package exchanges hands from the sender to the receiver, this ad seems to be portraying an invalid sense of security, insinuating that FedEx's services are superior to competitors. The signifier of this ad is the sense of assured, safe delivery. The signified meaning represents how the service is intended to be provided to both parties.
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