Cook's attempts to sell naturally hickory-smoked, bone-in ham by implying that holiday celebrations in the past are more appealing than holiday activities today. The ad compares the ham "to a time machine that takes you back to holidays of old." It suggests that holidays in the past were better because their ham has been "the centerpiece of holiday meals for more than 65 years." Having a centerpiece implies that this ham has been the central focus of the meal and that the family will be together at a table. The ad also suggests that the sweet aroma of this ham will not only recapture fondly-remembered memories of past holiday, but will also guarantee new memories. Cook's promotes their product by appealing to the sentimental emotions of a happy family together for a holiday meal.