The similarity between the appeals and aspects of car ads.

Then we have Toyota’s, where we have that the logo of it is not very important, and is in one of the corners of the page too, but in this case, the contrast of colors, and the light of the central and only picture hide it. The logo is very small and it is placed in the left-top corner of the ad. Despite this, we can see that Toyota does uses a kind of sign in this ad, giving a phrase that they always uses for their cars, which is “Get the feeling. Toyota.” next to the logo. We can also see that there is people included next to the car. This only person, looks like rich, and only caring about washing his car, but with the detail that he is doing it with mineral water. In the background, we can see an enormous country-house, in a very distant place as in Jaguar’s. There is a difference, which is that the Toyota is not moving anywhere, it is stopped. We can relate this with the fact that he is away from everything, and he feels safe with his car and his house, using the need to feel safe. There isn’t much text in the ad, and no description of the car or either its, but the fonts used, are bold, and make it very clear for the reader to understand the messages the manufacturer is giving.

At last, we have Lexus ad, which is a little different. There is also a picture of the car, and as Lexus always does, reminds the reader that with a big and bold font, that Lexus is “The Passionate Pursuit of Perfection”, which is the phrase that they use in all their ads to talk about the firm. In comparison with the other two ads, there are no people in this one, just the car, but escaping. The background is very similar to Jaguar’s, with a very precious landscape with mountains full of snow, trying to show a perfect place, as the phrase says it. The car is moving ahead, as in Jaguar’s ad, escaping and showing its front view, trying to express fear with his lights turned on. There is a plenty of text describing the advantages of the car and all the information that a customer would consider necessary, including its price.

In these ads, we can find that they use very similar ways to get to the consumer. They all are trying to get the same type of consumers, from a good economic position, that can afford having a car of this characteristics, and more important, of that high values.

One of the common appeals we can find between them is the need for attention. The people, who are interested in these cars, are people of a high social class that in the first place, they care about their personal image, so they care about how they are seen by others. I can also see the need for escape in the three of the ads. It is very common that this kind of ads of cars have some photo of the car, and the car running and a landscape far away behind in an unknown place of the earth. This gives us the idea that the car is escaping from everything and all by himself alone. This is why the publishers try to concentrate in the backgrounds, position of the cars, and the most important thing, in the people, who will become the future owners of these potential cars.