Ad Analysis essay

You could use a little excitement! There is a lot of life experience out there to be had. Moments of exploration, fun, adventure, and progress are desires that are possessed by the majority of people in our modern world. We all possess things we look forward to or would love to have happen to us. Whether we are wanting to have someone give us special attention, an adrenaline rush, going off on some adventure to an unknown land, or perhaps to get away from all the stresses of life and find a nice secluded area for us to relax and enjoy ourselves in. These are a few things we would love to have but the question is how can we get them? How can we bring those experiences into our own lives? If you ask a car company they would say buy a car.

                Car companies are well aware of our desire for life to be more exciting, more relaxing, and more fun. They are also well aware of our desire for the feeling and experience of freedom. Advertising companies for cars of course take advantage of this awareness of our desire for these things. They say to us we can have those things and they are easy to get. All you have to do is buy a car. Their car can get you the attention you want. Their car can take you to new and exciting places. Their car can open new pathways and opportunities for you. All you have to do is get one.

                In a 2004 advertisement for a Ford Mustang it is easy to see how the Ford Company makes use of the idea of progress. A silver ford mustang sits on a black top road with a desert road in the back ground. A light blue sky blending into darker shades of blue providing contrast to the sleek silver vehicle featured prominently in the foreground. Above the car is a parody of a quote from the statue of liberty saying “GIVE US YOUR UNTAMED, YOUR ASSERTIVE, YOUR LEADFOOTS YEARNING TO BE FREE.” This reference to the Statue of Liberty serves to bring to mind the statue’s associations with freedom and its inherent history as our nation’s symbol. Our nation has always had an association with freedom and progress from its foundation. A desire held by most even now. The desire for freedom and progress were the driving forces in the creation of our country. The Ford Company makes use of this inherent history and association by making reference to it in their quote. On the bottom of the advertisement next to the Ford logo are the words “MUSTANG, Built for the road ahead.” The quote in and of itself is a reference to looking forward to the future and possibly adventure. The “road ahead” represents what can come and the numerous possibilities of the future. 

                Another car ad for a Toyota Land Cruiser also makes the attempt at appealing to our desires for fun and adventure. On a white background is featured a Toyota Land Cruiser completely covered in mud. Above the dirty mud covered station wagon are the words “92% of the owners of a Land Cruiser don’t remember the original color of their cars.” The whole picture accompanied by the text works together to suggest that those who have a Toyota Land Cruiser have more adventures. The statement that 92% of these car owners can’t even remember the original colors of their cars with the image of the mud painted car are meant to say people with Land Cruisers are out there having fun off road driving, and exploring places without roads that may not have been previously explored. The ad is trying to say that people with these cars are out there living life and that if you own one of these cars you too can be out there living life. 

                The art and trade of advertising involves making the product seem relevant to the audience. Appealing to either our desires, fears, or concerns are the most common methods used in advertising. These methods are employed to spark interest in the consumer about the product. In either method used the intention is to evoke an emotion that convinces the audience that the product is needed or that the product is desired above other similar products. In the case of concern they attempt to associate the feeling of safety with their product by presenting information that may give reason to believe it can solve any concerns the consumer may have or that it may be superior in some way than others. Concerns about safety for instance are appealed to for example in an ad release by Subaru. The ad show what looks like an incomplete car design hovering above a grid with the basic frame highlighted. Above are the words “Safety by Design.” The ad itself does not give any real information about the car, nor does it even feature a picture of the car. The design of the ad set in this way is to suggest or say they designed the vehicle with safety in mind and it was not an afterthought. This leaves the subtle suggestion other vehicle companies may not approach their product with safety the main priority. The approach is to give the implication that the very foundation of the vehicle is safety and as a result may be better than other vehicles in that regard.

                Another clever ad was released by the Ford Company for their new Ford Fusion car. In the ad against a blue landscape is a giant Ford car key. The ridges on the key are shaped like an outline of an large city. Above the skyline of this key city are the words “The city is in your hands.” This key in effect is not only the key to a Ford vehicle but the key to the city. A key to all that the “city” has to offer. The reason this ad is pretty clever is that the key is not just a random key with a city but rather it says specifically on the car key handle Ford, as if to say Ford can give you the key to the city. The key to your dreams is their ready for you and Ford can give it to you with their new Ford Fusion vehicle. Below this key on the ad is the statement “The first Urban Activity Vehicle” accompanied next to a white highlighted background  with the text “FordFusion | Feel⁺” followed by a Ford logo.  The combination alludes to the ideas of feeling positive as indicated by the word “Feel” with a plus (positive) sign accompanied by it. “The first Urban Activity Vehicle” serves to bring to mind to the consumer the life being lived out there by people enjoying urban activities and different events as if to say life is waiting out there for you. 

                No matter the product, companies use the tactics of association and their own brand of rhetoric to attempt to convince consumers that they need their product. They use these methods to say things to you like, “Your life is waiting!” and “You could use a little excitement!”  They attempt to make their products relevant to you. In the case of cars, you may already own a working vehicle but if you buy a Ford fusion you can be out their living life and having fun in the city. If you buy a mustang you’ll be making progress. If you’re not sure if your car is safe by a Subaru. They have safety built in. In living life there are a number of intentions and desires and advertisers will attempt to cater to them all.