A couple of ads recently caught Clark's eye because they really sum up the change in attitude in America during these troubling economic times.

First, there's JetBlue's full-page ad in The New York Times and elsewhere. This cheeky ad pitches to "CEOs, CMOs, CTOs, CFOs -- basically anyone with a 'C' in their title…Former Treasury Secretaries…[and] Recipients of Secret Seven-Figure Bonuses," among others. See the full ad.

What JetBlue is doing is tapping into a lot of class resentment about the spoiled brats on Wall Street who played fast and loose with money. They're really striking the whole "it's not fair" nerve that's been exposed in Americans by the continuing financial and auto industry bailouts.

Of course, this is a very timely ad; you could show it to a college advertising class in 15 years and they'd have no idea what it's all about!

Meanwhile, Target also has a new ad campaign that aims to reinvent the retailer's image for new, leaner times. Target has always positioned itself as an affordable splurge over the years. Suddenly, any kind of splurge is seen as irrelevant and the store's sales are suffering.

So the Target campaign is all about the "new." A recent circular showed the "new" room service (private label OJ and cereal at home); the "new" commute (a man in a suit on a bicycle); the "new" personal trainer (home exercise equipment); and the "new "restaurant (eating at home). All things that can be pricey, but are now being reinvented on the cheap. You get the picture.

This is a sign of the time as Target tries to reconnect with those shoppers who are going to places like Wal-Mart instead to save a buck.