The target audience throughout the 129-year history of Popular Science magazine has traditionally been working age males. The advertisements within that magazine reflect the audience in whom they are attempting to reach. From new technological gadgets to old-fashioned tools, the advertisers know what will be attractive to the reader, and to the reader?s wallet. Of these advertisers, the most popular by far have been those from the automotive industry. The Ford Motor Company has chosen to strategically advertise within the pages of this magazine on numerous occasions and with various ads that were meant to lure new customers into buying Ford vehicles. It is interesting to notice that the styles of these advertisements are schemed with just the right qualities to attract as many male consumers as possible.
The January, 2001 issue of Popular Science depicts a classic, two-page advertisement from the Ford Motor Company displaying its new F-150 SuperCrew pickup truck. From the colors of the ad, to the write-up found on the pages, it is very clear that the purpose was to attract males by using some of advertising?s basic appeals.
The advertisement appeals to men by providing an outlet for their need for affiliation, the need to aggress, and the need to dominate.
One of the most common appeals toward men in advertising is concerning the need for affiliation among men. This advertisement depicts a photograph of six hard-working men performing various duties ? all around a brand new Ford truck. Above this photograph is another picturing six empty styrofoam cups of coffee. These subtle innuendoes are intended to support one of the major themes of the ad ? that this particular truck provides seating for six. The way the cups are pictured, lying atop of one another supports the idea that many men hold that friendship and comradeship is greatly important to the success of their lives. Another detail supporting this idea is the fact that the men in the picture are dressed primarily the same. They all wear dark jeans, dark work shoes, and white tee shirts. This gives an impression of uniformity, and of the need for affiliation with friends and co-workers. The advertisement inconspicuously displays a sense of belonging ? if the reader decides to buy a new Ford truck!
The need to aggress is depicted by quite a few aspects of this ad. First of all, the strong lettering at the tops of both pages of this advertisement depict a sort of cynicism toward mainstream thinking ? a sort of ?go against the flow? mentality. The largest words are written in black and white and read, ?I don?t?? This type of skeptical behavior is felt by many people ? especially men — who are trying to establish themselves as independent of their wives and others. The skepticism is continued in the rest of the wording: ?I don?t ?bring anything to the party.? I bring the party.? It continues by stating, ?Houses don?t raise themselves. And it?s amazing how much of the job is still done by hand. If your truck can carry six guys?well you do the math.? Many men feel tamed at home. They become fathers and husbands who fear losing their own identities. This ad demonstrates the right of these men to be who they want to be and accomplish what they want to accomplish ? as long as they have a truck big enough to hold their friends and coworkers.
The final appeal is directed toward the need for men to dominate. Male masculinity is considered crucial to male independence. Many men often feel the need to impress others with their masculinity by showing a dominating nature. This advertisement portrays the dominating nature men often desire to possess by modeling guys who each look to be in control of their jobs. Each model is performing a separate task, in which everyone seems to be dominant. And who would be the most dominant in the picture but the owner of the truck? The red color chosen for the words ?I bring the party? seems to portray a fiery, dominating statement made by whomever owns the truck. Also, the coffee cups have three cups lying down and three cups standing up ? with one standing taller than the rest. This could be taken to mean that, if someone buys a truck of this model, he would stand a little taller than the rest of his friends or co-workers. The Ford Motor Company advertising clich? for their truck division is located at the bottom right hand of the ad. It emphatically states, ?Built Ford Tough.? In other words, it seems to imply that whoever buys this model of truck will be just a little bit tougher than those who don?t. The color scheme of the photographs is deliberately chosen to be lighter than normal in order for the words to stand out in a more dominating fashion. All of these qualities are hoped to appeal to that dominant, masculine nature that men tend to want to portray to their peers.
Ford appears to have made a successful effort in reaching its target audience in this advertisement. Not only did they appeal to at least three of the basic needs men tend to express, but it also opened the door for future advertisements to further explain other benefits of owning such a truck as the one in the present ad. Stephen Leacock stated in his Garden of Folly, ?Advertising may be described as the science of arresting human intelligence long enough to get money from it.? If this is true, then this advertisement may only be judged by the amount of trucks that are sold to the readers of Popular Science.
Другие работы по теме:
Henry FordA Essay Research Paper Henry Ford
Henry Ford(A) Essay, Research Paper Henry Ford Henry Ford was a genius in many aspects of our everyday life. He changed industry, production, and everybody’s lifestyle. Many people know about him inventing some of the first automobiles, but what came out of it for America was a new encouragement for technology and an easier lifestyle for the average American.
Henry Ford Essay Research Paper FORD Henry
Henry Ford Essay, Research Paper FORD, Henry (1863-1947). In 1896 a horseless carriage chugged along the streets of Detroit, with crowds gathering whenever it appeared. Terrified horses ran at its approach. The police tried to curb this nuisance by forcing its driver, Henry Ford, to get a license. That car was the first of many millions produced by the automotive pioneer.
Beauty Myth Essay Research Paper My Beliefs
Beauty Myth Essay, Research Paper My Beliefs on the Beauty Myth In today’s society it seems as though women are forced into being something that they are not. Women see pictures in magazines such as this advertisement I have attached to this paper, and they think to be accepted by everyone else they need to look like “that.” I believe that some of the feelings from “The Beauty Myth” are still true in today’s society, but on the other hand I believe that it should not have to be this way.
The Pyramids Essay Research Paper The Great
The Pyramids Essay, Research Paper The Great Pyramids of Egypt The Pyramids of Egypt were built from 2700-2500 BC. It?s located in Giza, Egypt, on the West Bank of the Nile River. The pyramids are the oldest and the only one surviving of all the ancient wonders. Its believed to have taken 100,000 slave laborers and about 20 years to build the massive pyramid using about 2.3 million blocks of stone.
Henry Ford Essay Research Paper A Historical
Henry Ford Essay, Research Paper A. Historical Narrative 1.Henry Ford, by far the universe^s most renowned industry man, held a strong grip on American business. The Model t, which
Matt Bagwell Essay Research Paper Have your
Matt Bagwell Essay, Research Paper Have your ever known someone who was obsessed with his car. So obsessed in fact that it becomes part of his identity and changes his personality. All the money this person makes goes into the car. There is one such person who is a model example. Matt Bagwell. He owns a 93 Ford Mustang GT.
The Corruption Of The Church In The
Middle Ages Essay, Research Paper Shane Temple Extra Credit As the population of Europe grew in the 12th century, the churches that had been built in the Roman style with round, arched
Henry Ford Essay Research Paper Vvvrrrrrm
Henry Ford Essay, Research Paper Vvvrrrrrm! The largest mass production of automobiles in U.S. history was just the beginning. Throughout Henry Ford s life he was known for the huge production of
Wellness Inventory Essay Research Paper After taking
Wellness Inventory Essay, Research Paper After taking the wellness inventory I have found that I am possibly the most unhealthy person you could find. I am so tough mentally, meaning I am very mentally prepared for what the world will throw at me. When the physical factor comes in that?s where I find myself lacking.
Glory Movie Essay Research Paper I thought
Glory (Movie) Essay, Research Paper I thought that Glory was an excellent movie. It really helped me to understand the importance of the 54th Regiment of Massachusetts a little more. I think that Col. Robert Shaw (Matthew Broderrick) had a very tough position the whole time in the movie. More so in the beginning and middle than in the end, though.
LOTF Essay Research Paper Introduction
LOTF Essay, Research Paper Introduction The first main problem the boys have in the novel Lord of the Flies is that they are unprepared for survival on an uninhabited
One Place Essay Research Paper IF I
One Place Essay, Research Paper IF I COULD VISIT ONE PLACE IN THE WORLD I WOULD GO TO THE GREAT PYRAMIDS OF EGYPT. THE PYRAMIDS AMAZE ME THE WAY THEY WERE BUILT. THE WAY THE EGYPTIANS DESIGNED AND CONSTRUCTED
Hitch Hikers Guide To The Galaxy Essay
, Research Paper The title, Hitch Hiker`s Guide to the Galaxy is the name of a sort of electronic encyclopedia, which contains information about just about anything in the galaxy
The Quiet Man Short Story
To Classic Movie Essay, Research Paper The Quiet Man represents one example of how a director changes the work of an author when creating a movie for the general public. The Quiet Man, developed into a full-length movie directed by John Ford in 1952, followed the story written by Maurice Walsh in the 40 s. Changing the story line, Ford created a movie that the public would want to see.
Henry Ford Essay Research Paper Option 1
Henry Ford Essay, Research Paper Option 1 The naming of the school is an important decision. Think about an important person for whom a new school should be named write to
Henry Ford Essay Research Paper Transportation has
Henry Ford Essay, Research Paper Transportation has become a major necessity in today’s society. Without the industrial revolution introducing the automobile, most people would find it very hard and frustrating to get around. Henry Ford had become a big part of starting this faster and safer “transportation era”.
Network Debate Essay Research Paper It was
Network Debate Essay, Research Paper It was a brutal race. They interrupted our daily scheduled shows with boisterous promises they could never fulfill. They invaded our towns and cities with their advertisements; their faces defaced our buses and benches. And still, no one has emerged as the clean victor.
Ford Essay Research Paper Concept car todayThey
Ford Essay, Research Paper Concept car today? They can start out as simple as a dream, or a sketch on a napkin during lunch. But by the time you see them, vehicles from Ford Motor Company have been designed and tested to look and perform their best. Here are some stories that chronicle that process.
Personal Narrative Essay Research Paper Once I
Personal Narrative Essay, Research Paper Once I was in a car with two of my friends. When we were speeding about 10 miles above the speed limit. When someone cut us off sending us over the median. Crashing straight into a Ford Explorer head on. My friend Jaime who was driving didn’t make it he flew out of the windshield and landed about 25 feet away.
Commercialism In Schools Essay Research Paper Commercialism
Commercialism In Schools Essay, Research Paper Commercialism affects children everyday. Children are targeted by companies to become life-long buyers of their products. When commercialism is brought into schools it is harder for children to learn to make educated decisions about their purchases. Kids need to be educated and given proper instructions about how to be objective towards advertisements.
The Effect Of Advertising On Personal Appearence
Essay, Research Paper What does it mean to be physically fit? Does it mean you can throw a football like John Elway, or hit a baseball like Sammy Sosa? Does it mean you can run a mile in one hundred degree weather under twelve minutes, or swim fifteen laps across a pool in one minute? Is physical fitness being anorexic or being on steroids.
Electric Cars Essay Research Paper In 1837
Electric Cars Essay, Research Paper In 1837 the first electric car was built in Scotland by a man named, Robert Davidson. Electric cars were being produced all over in the 1880’s when the lead acid battery was perfected. In 1892 in Chicago the first electric car was exhibited creating a new sensation for cars.
Fast Food Essay Research Paper The fast
Fast Food Essay, Research Paper The fast food industry is one of the largest industries in the world. Fast food has been known to be a large area of investment involving food. Restaurants such as McDonald s and Burger King have been known for their popularity mostly from advertisements and are highly rated to be the trademarks for the fast food industry.
Ads Essay Research Paper Advertisements Kellogg s
Ads Essay, Research Paper Advertisements Kellogg s Description This is a Kellogg s advertisement. It s a beach scene with an older man in fairly decent shape running towards the water. He is carrying a surfboard in both hands over his head. In the bottom right hand corner there is writing that says Help yourself.
Henry Ford Essay Research Paper The Life
Henry Ford Essay, Research Paper The Life and Achievements of: Henry Ford Period 4/5 Mr. Cline Henry Ford was born near Dearborn, Michigan, on July 30, 1863. His mother died while he was 12 years old. As an early teenager he helped on the family farm in summer and in winter he attended a one-room school. Watches and clocks fascinated Ford.
Life And Achievements Of Henry Ford Essay
, Research Paper Henry Ford was born in Dearborn, Michigan, on July 30, 1863. He died on April 7, 1947, in Dearborn. He started his career in production at the age of 16 as a machinist’s apprentice. He then began his career as a mechanical engineer with the Edison Illuminating Company in 1888 and worked there until 1899.
Advertising Society Essay Research Paper This weeks
Advertising Society Essay, Research Paper This weeks Newsweek has a whole bunch of advertisements. I think that most of them are targeted for middle-class businessmen because nearly a forth of them are computer companies. Apple has an eight page section all to itself. Also there is a lot of telecommunications advertisements and some car ads.
Ford Focus Copying Honda Civics Essay Research
Paper Ford Focus Copying Honda Civics? Have you ever heard of a live commercial? Or better yet ever seen one? Well Ford Motor Company is about to launch the new Focus. The Focus is targeted at the first time buyers market. Ford Motors is spending at least $100 million dollars in this new approach marketing strategy.