Analysis of the Advertisement for the Toyota 2008 Highlander and the Toyota 2008 RAV4 - Admission/Application Essay Example

Outline I. Advertisement A. Introduction B. Body Language 2. Picture 3. Audience 4. Technique C. Conclusion D. Bibliography Advertisement Introduction This advertisement is for the Toyota 2008 Highlander and the Toyota 2008 RAV4. The advertisement is from San Diego County Toyota Dealers. It was a full-page magazine advertisement appearing in 944 Magazine a couple of years ago. It is limited in color, showing only gray, black, and red. It has eclectic designs in the background overlooking and intertwining with a city skyline. It features the company slogan ‘Moving Forward’ and shows the Toyota logo. It also lists the website for the company. It states “Beauty, Brains, and Braun” and gives the reader quite a bit more detailed information about the vehicles at the bottom of the page. The audience and technique of the advertisement tend to be focused on the lower-to-middle upper class family group through appealing to new design, constant innovation, and a more eclectic type of vehicle that they could use for anything from family or work purposes to whatever else they may need (ElderadoGraphics 2008). Language The language of the advertisement is appealing to those who speak English. It would also appeal to those who speak English as a second language. It would not appeal to those who could not read English, except maybe through the pictures themselves. It is overall rather simple until one reaches the fine print at the bottom of the advertisement. There, a highly more detailed description is given regarding the vehicles featured and it lists the options available on the vehicles. It reads the following, “Toyota SUV’s have it all. Both the new 2008 Highlander and the 2008 RAV 4 are available with a powerful 3.5 dual-liter VVT and V-6 engine. Take seven friends for a night out on the town in either vehicle, or fold down the second or third row seats for maximum cargo-carrying capacity. To protect your passengers, Toyota’s Star Safety System comes standard, in addition to seven airbags in Highlander and six in RAV 4. And when it comes to reliability, Toyota’s reputation speaks for itself. See your Toyota Dealer Today” (ElderadoGraphics 2008). Picture The picture is rather eclectic in design and borderlines on abstract art. This would appeal to an artist, eclectic-type or sophisticated-type lower-to-upper middle class family or working mom. It seems that it would appeal more to a female than to a male. It would also appeal to the city dweller, particularly one that likes a little adventure and wants a reliable car that they can take anywhere. The use of limited color is enough to catch one’s attention, but still keeps it simple, therefore setting it apart from a luxury advertisement. It is definitely not a sophisticated advertisement, but an artistic one, only showing the bright red color of one of the cars and some red abstract art over the skyline. One gets the impression from the picture that this would be the ideal car for the working mom who lives in the city, but sometimes has to take it camping or on other adventures (EldoradoGraphics 2008). Audience The emphasis on the seating room in the wording of the advertisement could appeal to the buyer’s need for room for family, friends, or carpoolers. As previously mentioned, it appeals to working moms (or less so to dads) with the occasional need for adventure, but with the great need for power and seating room. It seems like a good family car or one to be used to commute back and forth to work (ElderadoGraphics 2008). Technique The technique is to apply a reliable car advertisement with a little flair to appeal to a specialized group of people. These people were mentioned in the aforementioned paragraphs. The idea is to grab their attention by the artwork in the advertisement, and then to read about the cars that are advertised in the advertisement. The advertiser’s hope is that this will come together for their target audience and that the reader will be drawn to buy the automobile (ElderadoGraphics 2008). According to Buzzle.com (2010), “In this vast consumer driven market that we have today, where there are numerous choices to fulfill each of our demands, it is the successful advertising strategies of companies that enable us to make a decision. The worlds economy has opened up for one and all today, and the biggest beneficiaries of this revolution have undoubtedly been the consumers. But with so much knowledge and so much information comes the eternal conundrum of confusion. In the midst of this over exposure to information, those sellers who adopt the most efficient successful advertising strategies are the ones who reap the most benefits. Advertising is an age-old marketing tool that simplistically speaking, focuses on luring a buyer to buy your products. How you convince him to do so, lies entirely in your hands, and you can build your advertising techniques based on your companys offerings, size, budget and uniqueness. These factors will obviously differ for all companies, but the underlying elements of all the different types of advertising strategies remain the same. Furthermore, all the successful advertising strategies of today focus solely on personalization and consumer satisfaction.” Conclusion The Toyota 2008 Highlander and the Toyota 2008 RAV4 are both featured in this advertisement. One is silver and the other is bright red. The bright red and black print match the black and red swirls in the eclectic artwork overlooking the skyline. San Diego County Toyota Dealers was the local dealership for this advertisement, but the website was given away for ease of use or for non-locals. It was a full-page magazine advertisement appearing in 944 Magazine in 1998. Showing only gray, black, and red, it is very limited in color. It has eclectic designs in the background overlooking a city skyline. It features the company slogan ‘Moving Forward’ and shows the Toyota logo on the advertisement. The logo is important for this advertisement, as it mentions in the details that Toyota has an excellent reputation (at least it used to). The advertisement looks to be focused on the lower-to-middle upper class family group through appealing to new design, constant innovation, and a more eclectic type of vehicle (ElderadoGraphics 2008). Works Cited “Advertising Techniques.” (2010). Buzzle.com. Online “Creative: Beauty, Brains, and Braun.” (2008). 944 Magazine. 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