Subjects:
Any driver will testify that they want to feel safe in their cars, motor oil and gasoline advertisers argue that each product is important to the driver while striving to accomplish the goal of making this feeling a reality. With drivers being put through more and more rigorous conditions on this nations roads and highways, how could anyone not want to feel safe in their cars? Travel by automobile has become increasingly viewed as one of the safest modes of travel. Automobile travel has continued to increase - a testament to its growing status as the leading mode of travel within the U.S. Gasoline and motor oil advertisers have sharply tuned in to this trend. The advertisers must decide on how to use the statistics to their advantage. They need to decide what types of people they want to target with their ads - the old? young? male? female? - and what values and desires this group may share. Two uniquely different targets are apparent in recent newspaper ads for Amoco Ultimate gasoline and Quaker State motor oil.
The ad for Amoco Ultimate gasoline consists of a picture of the Grand Canyon with the Amoco Ultimate sponsored race car heading right for the cliff. The main picture o
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What is the target audience for these two ads? What characteristics might someone find appealing about these ads? Clearly the Amoco Ultimate ad is aimed at the younger, faster, wreck less driver, especially the racing fan. Typed below the bottle in big black letters is " This doesn't mean missing your 3000 mile oil change is okay. With dust flying behind it, the race car appears to be speeding towards the cliff. Typed in yellow are the words "for protection beyond 3000 miles" and followed in white by the phrase "Under any driving conditions". This ad is geared more towards the family driver and not the younger and faster driver. Have faith that no matter how fast you drive your car; we will still keep it purring like a race car. This ad makes the driver feel more secure about when to change the oil. There is an odometer in the bottom left hand corner rolling over from 3000 to 3001. The Amoco
Ultimate ad tries to stress the fact that no matter how hard a driver pushes their engine, it will still
continue to function as well as a race car. As NASCAR (National Association for Stock Car Auto Racing) has shown lately, the age of race car drivers has become increasingly younger. Amoco is focusing in on this fact and using it as a sales technique. Together they make a driver feel safer on the
road. It appeals to racing values associating gasoline with
race cars, and showing that people who drive fast can feel safe and secure. Quaker State put a family car on the front of the bottle to symbolizing the average size family car. The word Quaker State - stamped in big bold White lettering - lies on the middle of the bottle.
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