Machado (GUS) Ford, Inc. (Machado) (defendant) put out an advertisement stating prominently that the reader could buy a new Ford and get a $3,000 minimum trade-in allowance. Ahmad Izadi (plaintiff) attempted to purchase a new Ford Ranger pickup from Machado and trade in a vehicle for $3,000 towards the purchase price, but Machado refused to accept Izadi's interpretation of the advertisement. Machado relied on fine print in the advertisement stating that it would only give the $3,000 trade-in allowance toward the purchase of two specified vehicles, neither of which was the Ford Ranger. Machado also said that the trade-in vehicle needed to be worth $3,000, and the vehicle Izadi attempted to trade was not worth that much. Izadi filed suit for breach of contract, fraud, and violations of state statutes prohibiting misleading advertising and deceptive trade practices. The trial court dismissed Izadi's complaint, and Izadi appealed to the Florida District Court of Appeal.