Car Ad Outline
1) The advertisements are aimed at different age groups
a) The Lincoln advertisement appeals to an older audience of men most likely over the age of 35.
i) In the picture the car is depicted as the center of the piece and has a strong look to it as if to resemble the strong look of a father
ii) The car is said in the text to be a “luxury” oriented car, which mostly appeals to an older audience who wants to appreciate the finer things in life.
iii) The brand Lincoln itself has it’s own appeal to middle aged men. Although it is not explicitly in the ad, Lincoln’s symbol has become synonymous with success and class.
b) The Nissan advertisement is more aimed at the younger audience under the age of 35 who have rocketed into wealth early.
i) The styling of the car both in the picture and in real life are aggressive, which represent young entrepreneurs who go out and attack their careers, not wait to let them develop over time.
ii) There is a picture of the Nürburgring as well as the words “we went back to the track” on the ad. This appeals to many young mans dreams of materializing their childhood video game cars.
iii) The branding is again important in the overall appeal of the car. Although Nissan and Infiniti are part of the same company, the decision to put a Nissan badge on the car instead of the Infiniti logo shows that the car was not designed to be luxurious, but aggressive for a younger generation.
2) The advertisements are geared towards different financial audiences
a) The Lincoln MKZ is a cheaper car which is still luxurious
i) In the ad, Lincoln promotes their car as “reasonably priced” as if to suggest that it is inexpensive but not enough to skimp on quality.
ii) The car is priced low in order for successful families who can afford luxury but are still careful with their money
iii) The ad also suggests that Lincolns have a reputation of being expensive but this one is unlike the rest
b) The GTR is for the entrepreneurs who are looking for a little excitement
i) In the ad it lists the price of the car as being less then 90,000 dollars. Although that’s expensive, it is not nearly the cost of some other super cars
ii) This price is set so that young people who have made a good bit of money but are not yet multi-millionaires can still purchase it
iii) For that price, the car offers a performance, which is comparable to million dollar cars for a fraction of the cost. This is to appeal to a young audience who is financially competent and spends their money in an intelligent manner.
3) Both car advertisements promote a specific aspect of their car’s performance
a) The Lincoln advertises an efficient luxury car.
i) The ad states that the new MKZ is able to get 41 miles per gallon in the city
ii) Although the Lincoln brand has been known for its luxury, it is now introducing the concept of fuel efficiency which will draw in the environmentally conscious customers
iii) The Lincoln, while maintaining its classy style for which it’s known is now able to save customers money on gas because it gets such good gas millage.
b) The GTR is faster even then its predecessors
i) In the text of the ad is where the new GTR’s performance shines. The ad describes all the improvements made to the GTR, which make it even faster then the previous three models.
ii) The time posted inside of the Nürburgring sketch is remarkable especially for a car with a price tag under 100,000. Although it would take previous knowledge of lap times to know this, for anyone who is familiar with the Nürburgring, this is impressive.
iii) The ad also states that the GTR has been restyled to be more aerodynamic in order to increase the downforce generated while driving. Again this would require a previous knowledge of cars but small details like this matter to true car enthusiast.