ADVERTISEMENTS

Reference Document
1. Overview
Purpose:
The purpose for advertisements in general is pretty simple: to sell a product or and idea. Through
the use of the media, marketers try to create a way to make the product or message known and
desirable to their intended customer.
Target Audience:
The first question any marketers ask themselves when creating an advertisement is Who is my
target audience? The product that is being advertised is meant for a specific type of consumer,
and in trying to answer this question specialists use demographic, behavioral and geographic
segmentation that will help them identify the person they want to sell the product to. It also helps
them gather tools necessary to grab the attention of their target audience.
Demographic segmentation is one of the most popular type of segmentation, answering questions
relating to gender, age, marital status, economic status etc. One of the biggest issues with how
gender is portrayed in the media is the part advertisements play in creating gender roles. There
are specific products that are only marketed towards specific genders. For example, the makeup
industry is orientated towards women, and this is prominent in the related advertisements.
Mechanical tools, on the other hand, is marketed mostly towards men.
Competition:
Advertising is slowly becoming a cutthroat industry.
What used to be a simple process of placing a tasteful
picture with a catchy slogan or an interesting video
with a melodious tune is no longer an option. With the
prevalence of advertisements in the media came an
immunity among consumers. In todays generation
both children and adults have taught themselves to tune
out advertisements. Advertisements also have to
compete with other devices as well. Nearly every
viewer has another device in their hands while viewing
television. This makes life very difficult for companies.
If the consumer doesnt know the product and its value
proposition, why would they want to buy it? In order to
stand out from the increasing competition and cut
through the clutter, many advertisements use a number of tools to make their product known. In
a marketing strategy known as guerilla advertising, companies try to grab viewers attention in a
way that will make their advertisement memorable (Ay, Aytekin, and Nardali). It is meant to

irritate and even create fear appeal. Many advertisements even do it by breaking the law. The
image on the side shows an advertisement for the restaurant Oldtimer, which uses the surprise
element of guerilla marketing.
Tools Used by Advertisements:
As mentioned earlier, with the competing market advertisers call upon many tools in order to
effectively reach its audience. The first is psychology. As defined by Websters dictionary,
psychology is the study of the mind and behavior. Companies spend a lot of money learning
about consumer spending patterns through consumer psychologists. In the book titled The
Hidden Persuasion by Vance Packard, the author discusses ways in which advertisements use
psychologists and behavioral scientists to investigate the minds of consumers and build
campaigns based on this (American Psychological Association).
Furthermore, the research provides a basis for how companies can use ethos, pathos and logos to
influence the mindsets of consumers. Ethos is the use of ethical and credible appeal. One way
that an advertisement can use ethos in the form of credibility is through celebrity endorsements.
Logos is the appeal to the logical side of consumers and usually includes any form of statistics.
Finally, pathos is the appeal to emotions. This is one of the most popular techniques used in
advertisements.
2. 1920s Era
Red leaves flutter in the sunshine and crackle
under the wheels. Crisp, rousing autumn days
ablaze with beauty!
And yes
Calmly sheltered with Natures panorama gliding
by your Overland Sedan!
Its glass windows permit unrestricted vision.
Perfect-fitting, they allow no chill autumn drafts to
reach you: no drifting dust to sod apparel.
But let there come one of those rare balmy fall
days, and by adjusting the windows the sides of
the car may be partially or completely opened.
When freezing weather begins to harden roads you
will fully appreciate the wonderful riding ease of
Triples Springs
They float you over rough roads without discomfort or fatigue. They shield the car from
strain, adding to its economy.
Overland Sedan, low in first cost, saves on gasoline and time because it is light in weight,
made so by the use of fine heat-treated alloy wheels.

This high quality extends to every detail of the complete equipment and rich interior
finish of the car.
This is a 1920s print advertisement by the Overland car company. In the ad they showcase their
new and upcoming car model and try to persuade the audience to buy their car. Most of the
advertisement is taken up by the image of the car and the surrounding environment and the rest is
an explanation about the car. They use contrasting colors for the car and their brand name
compared to the background to make the two most important things stand out. The use of the
same color scheme for the brand name and car shows the correlation between them and helps the
reader identify immediately what the advertisement is about. Putting a family in the car adds to
the family value they are trying to garner and relates to the reader. This even shows their target
audience for this specific car, a hardworking family man who is looking for a car to easily fit his
family in.
With the write up the company tries to intrigue and inform the reader at the same time. They
skillfully entwine a story around the unique features of the car so it doesnt seem like a dull
review of the car. It also tells the audience that the car can perform in any season and weather.
Finally, as said before, the purpose of this advertisement is to influence the target audience,
which is the middle age family men of the 1920s era, to buy their car and not their
competitions. Analyzing car advertisements from this era shows that all of them have many
similarities. They try to persuade their audience through eye-catching images and imaginative
stories to help them relate to their product. However, the content for the car itself is minimal, one
does not get to know much about the car itself.
3. 1950's Era
Background:
The 1950s print advertisement below is specifically from 1959. This was set post world war
two, and during the cold war, which marked a time of political conflict, military tension and
economic competition. These events led to a politically conservative climate in the United States,
and a highly conformist society. Large amounts of propaganda were used to steer citizens away
from communism. Due to the economic boom, there was an increase in manufacturing and home
construction, as a result, American society became highly materialistic. During the 1950s, the
number of cars in the United States nearly doubled from about 39 million to 74 million.
Target Audience:
This car advertisement is targeted to a much broader audience than were those in previous eras.
Pre 1950s cars were targeted primarily to upper class men who could afford such luxuries. The
economic boom allowed for indulgence in material goods, as basic needs for food and shelter
were met. Furthermore mass car production meant that cars became more affordable. As a result
younger middle class males became potential clients for car companies. During this time, young

people started to see themselves as a distinct group (teenagers). Since families had more money,
people started working at a later age and consequently got pocket money from their parents. This
extra money would be spent on material goods such as cars.
Aesthetics:
This print advertisement is minimalistic both photographically and textually. The dull grey
background makes the viewers eyes directly focus on the little black car. Moreover, because the
car is the only object in the frame, there are no distractions that would stray the audiences
attention away from the car. The large amount of white space makes the car have personality.
The simplistic style of the advertisement makes buying a car seem so easy. This style highlights
the contrast between cars in previous eras and in the 1950s. Previously cars were seen as luxury
items, but in the 1950s cars stopped being accessories and started becoming necessities. Before
the VW became popular, cars were a fashion statement. It was desirable to have a large fast car.
The VW strays far from the ideal car,
but what attracted people was its
efficiency and durability.
Message:
The only legible text states Think
small. The statement is succinct and
to the point, it demands rather than
suggests. The minimalistic style and
demanding tone of the print
advertisement reflects on American
society in the 1950s. Individuals
tended to be conformist and avoided
conflict. The president (Eisenhower)
during this era was quite authoritative
and this one sided government to
citizens relationship is reflected
through the slogan. The prominent
message in this print advertisement is
that cars are accessible to a larger
audience. They are no long a symbol
of status, as they have become
affordable to middle class, younger
citizens.
4. 1970's Era
Background:

A car advertisement is one of the best indicators of a society's values at the time the publication.
This is evident in a Chevrolet advertisement from 1977. The 1970s had a lot of turmoil that
especially affected the auto industry. The 1973 oil crises caused gas prices to rise and created a
shortage of gasoline.(Tennant n.pag) American cars were large and not very fuel efficient. As a
result automobile manufacturers had to convince consumers that their cars were fuel efficient.
Target Audience:
The 1977 Chevrolet advertisement was clearly targeted towards price conscious consumers. The
ad did not emphasize the Chevettes powerful
engine or luxurious interior but rather the fuel
mileage. The fuel mileage is one of the most
prominent aspects of the advertisements. It is
written in large and bold font at the top of the
ad. Usually, this much space is not devoted to
solely the fuel mileage of a vehicle.
This advertisement does not exclusively target
men like advertisements in decades prior. The
driver in the pictured car is a women while the
driver of the truck next to be appears to be a
man. This shows how the traditional gender
stereotypes in American society evolved from
earlier in the 20th century. The earlier
automobile advertisements were mostly
tailored towards men and if women were
featured at all, they were portrayed as being
attracted to the man with the nice car. This ad
is for both men and women even though the
driver is a women. Nothing suggests that this
is only a womans car and that its not for men.
Aesthetics:
There are two cars in advertisement but the Chevette is the only one that stands out. Its green
body color provides a great contrast to the black truck in the background. It is also the only light
colored object in the illustration. This makes the car look attractive and appealing to the eyes.
There is also a smiley face on the Chevrolet logo which further conveys the message that this car
will make the driver happy. The good gas mileage is further emphasized by the gas attended that
is visibly confused by the closed gas cap.
Message:
The slogan that is prominently featured in this advertisement is Itll drive you happy. This
slogan is trying to convey the happiness that the driver of the car will experience. The happiness

is implied as coming mostly from the gas mileage that the Chevette offers. This advertisement
was published several years after the oil crises of 1973 so people were still concerned about gas
prices. Other features are also included but they do convey the same level of importance as the
fuel economy.
5. Present Day
https://www.youtube.com/watch?v=R55e-uHQna0
The advertisement video presented above is for the 2012 Volkswagen Passat. It aired during the
Super Bowl in 2011 and won numerous awards. It presents a small child in a Darth Vader
costume attempting to use the force on multiple electronics. However, when he uses it on the
advertised car, the lights turn on because of his father manually signaling them from inside the
house, without the child realizing.
Background:
During the 21st century, a host of new mediums for advertisements were created, such as the
Internet and social media. Therefore, companies had to adapt to the updated standards to
compete with the other popular ways of viewing advertisements. Television as a stand-alone no
longer had its wow factor as the current technological advance that supported advertisements.
It now had to compete with other devices like computers and cell phones. Often, people will
multitask while watching television and have another device on hand, so if the company wishes
to gain the attention of a large population through TV, the commercial must be instantly
appealing. Also, the increased competition between companies and versatility of options for the
consumer forces those companies to attempt to differentiate themselves exclusively via
marketing campaigns and advertisements. Compared to other time periods, the increased
competition in both advertising mediums and companies themselves has caused the
advertisements to become extremely creative and attention grabbing in nature.
Target Audience:
The storyline of the commercial promotes the family-oriented nature of the Volkswagen model at
the time, appealing to numerous families. Since the target market is extremely important for
advertisements in general, this commercial prioritizes the target market specialization. For
example, the car is designed to help families make their driving experience more comfortable, so
the advertisement directly demonstrates this through the short story it creates. It depicts a child
becoming frustrated and his parents assisting him using the Volkswagen itself. Every parent
desires to help their child when in need, and the advertisement targets that aspect of family life.
Aesthetics:
Out of the the three persuasive techniques (ethos, logos, pathos), primarily pathos is used
because the commercial focuses on the audiences emotions to grab their attention. There is no
data or specifications about the car itself because of the sheer use of pathos. Although the two
other persuasive writing styles are briefly used, the emotional appeal used is an extremely

powerful tool for the designated target market. Thus, Volkswagen attempts to separate
themselves from their competition such as Honda or Nissan by creating a relatable story as
opposed to a detailed description of the product. Instead of the actual product being emphasized,
a story to convince viewers to purchase the product is now utilized. Additionally, the actual video
has a calm, organized nature. This creates a sense of desirable family life that is depicted in this
particular commercial, appealing to numerous families.
Message:
The Volkswagen advertisement has a simple message: the car will provide an easygoing
atmosphere for families that assist with comfortability and care. It also demonstrates the potential
of making the car experience more enjoyable for children, as shown by the father helping the
child obtain the force. Overall, there is a definite viral element to this commercial, which a lot
of present day advertisements strive to have. As a result, it causes individuals to identify specific
associations with Volkswagen that the commercial creates. The purpose of a company like
Volkswagen releasing a simple advertisement like this is to impact someones memory with their
product and differentiate themselves from their competition.

5. Conclusion
The structure of advertisements differ from one advertisement to another. There are a number of
variables that influence how an advertisements is structured, from its target audience to the
industry that the product is a part of. Because of the variety of advertisements that exists,
especially in the last decade, the paper focuses solely on the car industry and how advertisements
in this industry have changed in time. This was done in a hope that readers can can see how this
one example acts as a symbol for the changes that have occurred in advertisements in general.

Works Cited

"American Psychological Association." Advertising as a science. N.p., n.d. Web. 23 Oct. 2015.
Ay, Canan, Pinar Aytekin, and Sinan Nardali. "Science Publications." Guerrilla
Marketing Communication Tools. N.p., n.d. Web. 22 Oct. 2015.
"Cutting Through Advertising Clutter." CBSNews. CBS Interactive, n.d. Web. 23 Oct. 2015.
Shmoop Editorial Team. "Society in The 1950s." Shmoop.com. Shmoop University, Inc.,
11 Nov. 2008. Web. 29 Oct. 2015.
TENNANT, JILL. "40 Years Later: Legacies Of The 1973 Oil Crisis Persist." World Oil 234.10
(2013): 121-123. Business Source Complete. Web. 23 Oct. 2015.