For next Tuesday, please see the following Readings/Viewings:
- Read: “Advertising’s Fifteen Basic Appeals” (73-91). Common Culture Reader.
- Watch: 2005 Ford Mustang Commercial
- Watch: Awesome Car Commercial (just for fun!)
After reading about advertising’s fifteen basic appeals and watching the 2005 Ford Mustang Commercial, respond to either (full) set of questions below:
1. What “appeals” does the Ford Mustang commercial utilize in order to garner consumer interest? How? What audience does it attempt to appeal to? And in what ways are these appeals effective? Be sure to reference the reading when discussing the specific appeals of the Ford Mustang commercial!
2. Find your own commerical (on Youtube.com) to analyze and discuss in relationship to advertising’s basic appeals. Discuss how your chosen commercial attempts to appeal to its audience, as well as identifying the primary audience (who is it appealing to?). Be sure to reference the readings! Also, please post the link to your chosen YouTube video, so we can all take a look.
32 responses so far ↓
Yohance // January 31, 2008 at 10:07 pm |
The appeals I saw in the commercial number 2) The need for affiliation, the solder and his father was in the marines number 4) the need for guidance in away the guy need to be nurtured by his father , number6) the need to achieve when you have two mustang, a old school one and a new school on you achieve number 11) the need to escape number 12) the need to feel safe at the end of the commercial they mention safe number 13) the need for aesthetic sensations. The audience it trying to reach is any body with a driver license. The commercial is not up front with the appeals like on page 73 they are trying to tug at our psychological shirt sleeve. They try to entrance you with a small story line, of the solder coming home. When they drop the ideal of getting the Ford Mustang in your mind.+
Noga S // February 1, 2008 at 3:51 pm |
I chose a commercial for makeup company COVERGIRL – you can view it at http://www.youtube.com/watch?v=B9bnMd0IVlk.
The audience for this commercial is young girls, probably between the ages of 13-30.
I think that the basic appeal that is the most dominating in this commercial is the Need for attention. By using a well-known celebrity (as a way of style, not appeal) the commercial suggests that if you use the makeup of COVERGIRL you’ll be looked at, which is exactly the meaning of that appeal, according to the essay by Fowles.
Obviously people look at Drew and the commercial makes us think that by using the same makeup as Drew we’ll get the same attention as her. The essay says that the cosmetic industry exist just to serve this need, and COVERGIRL, which, without a doubt, falls under the category of “cosmetic industry”, takes full advantage of that need, knowing that every young girl (or at least most young girls) wants people to look at her, wants to be noticed.
Another basic appeal that appears in the commercial, though it’s much less obvious, is the Need for autonomy. It is much less obvious since it’s portrayed in words and not in appearance (which is always easier to notice). Drew says “But I’m still Drew, and you’re more perfectly you” which makes us believe that by wearing the make up we’ll be more ourselves (and not to mention ‘a more perfect selves’).
But, like I said, it’s way less obvious than the need for attention, which completely “controls” this commercial.
Melissa L // February 1, 2008 at 6:21 pm |
There are quite a few appeals in the Ford Mustang commercial like Yohance said, but I think that there are a few that are stronger than the others. First, there is a definite need for affiliation, throughout the whole commercial the soldier coming home is appreciating the little things about his family that he has missed while he was gone. It also shows him looking at photograph of him and his father as soldiers, which might make the audience think that he might have become a soldier to please his dad more than he did it for himself. Second, there is the need for guidance. Again he obviously looks up to his father or else he might not have joined the army. Like Fowles said “the child lingers on inside every adult”. Inside the young soldier, there is him as a child, wanting desperately to please his father. Lastly there is the need to achieve. At the start of the commercial there is a little boy saluting the soldier, which shows the audience that the soldier has achieved the respect and admiration of many.
The commercial defiantly appeals to men. It can appeal to younger men who have the same kind of relationship with their fathers. It can also appeal to fathers who have the same relationship with their sons. The latter seems most likely. I can just picture in my mind a father seeing that commercial and have it tug on his heartstrings and then go out and buy a Mustang because he is proud of his son.
Ashley Mercado // February 1, 2008 at 9:01 pm |
This commercial is really long therefor it easily taps into the need for affiliation, need to nurture, and the need for guidance. There is a story here within the first minute you start “feel” for the soldier and his family. The affiliation, the “warm family feelings” is shown throughout with hugs and kisses and words of pride and encouragement from his family and especially at the end from his father by giving him the car. That need to nurture, which is usually catered toward women, is shown through a man’s perspective. It’s not the typical nuturing actions but it’s finally there when the father and son finally talk to eachother. The need for guidance is there because “father knows best”. A father wouldn’t give his son, one that he couldn’t be more proud of, a piece of shit car. And this commercial, because it’s so long and deatiled appeals to anyone and everyone who has a family memeber or friend in the army or marines, or navy or even someone who has a person they really really miss and admire.
It’s effective one because ford mustangs are badass sexy cars and two because this affectionate father has chosen the mustang out of ALL the cars in the world to give to his son.
Rotimi Akindele // February 2, 2008 at 3:50 am |
Well, before I start any comment, I must say that was the best advertisement or commercial I have ever seen because, it’s not only emotionally and sentimentally right; but a very logical and cogent gift, the Childs nobility and honor.
The Ford Mustang commercial, utilizes consumers interest, by making an ideal father-son relationship, by means of connecting a great return of a noble solider, with a flashy Ford Mustang, as a gift to round it up.
Furthermore, Mr. Jib Fowles said, only few ads attract our attention. And also, the fact that about 500 commercials are seen in our daily lives, through various informational means; tells us that, only few, as Harvard University’s Graduate school of business said, only 75% of ads are individuals aware of and only 12 present (%) of them bring or produce reaction and energize people.
It just tells us that, any advertisement or commercial must be rational, emotional and Nobel but must also risk and plan its message in order to accommodate the specific time and season. Because, putting an Ad which makes no sense, devoid of emotional traits and also designed without exclusivity, result in no reaction, no buying and no money.
And my second favorite commercial is James Rouse gets maniac (http://www.youtube.com/watch?v=_9vEZ9mXHTQ) because, he epitomized the joy and jocundity of buying a new car. And that’s going to be very efficacious on any buyer or a consumer; who looks for fun, beauty and exclusivity, in both the advertisement and the product.
Furthermore, every commercial has to embody something or a trait. Which the consumer or buyer can relate to and remember which product fits; And also, after reading and analyzing what Mr. Jib Fowles said, I have come to a conclusion that, Cook epitomizes a smile, Miller Beer epitomizes comradeship and my own commercial (the one we were supposed to chose) epitomizes fun and jocundity.
Trisha A // February 2, 2008 at 11:04 am |
In my opinion, the Ford Commercial used the “family values” appeal to garner consumers. The video starts off with the son coming home for the war, meeting his family in the airport, having the “Welcome Home Party” at the house and it eventually leads up to the son finally seeing his father for the first time since he came home. Like Ashley Mercado stated, I didn’t find the commercial as a “we need to talk” type of thing but as a normal father/son conversation. The father then begins talking about his car and how everyone on his squad wanted to have a car like that one. In my opinion, it’s like the two had a bonding type of moment because, the father begins talking about how he picked up the boy’s mother in the car for the first date. Then the son says he used to car for his first date also. It’s like they had a special moment and at the end of the commercial it shows that the father bought the new version of the Ford Mustang for the son. I believe this commercial appeals to families, not just families that have family in the military, but all families. The family values in this commercial is some that touches all kinds of family, whether or not it’s someone coming home from college or the military. I’m not the person that is really familiar with cars, but looking at the car the father gave the son, I’ll have to say, that car was one of the coolest cars I ever seen.
Jacqueline R. // February 2, 2008 at 11:03 pm |
After watching the Ford Mustang commerical, I didn’t expected it to be a commerical, it so family rooted. It is picture perfect, sort of the so called ” American family dream”.This commerical appeal in my opinion to young adults. I for once actually like this commerical not because it selling a car because it sort of a comfortable feeling when you see this, like I said it family rooted. In the beginning to show how proud his family was of him and it also talk abt his father mustang and how his son will drive it three houses down, because he will check the mileage. lol! And how the father surprise his son by giving him his own mustang.
The commerical that I decide to watch was a Mcdonalds commerical
http://www.youtube.com/watch?v=__tZFztWcCM
In this commerical is showing a girl dancing at a club I believe, and this guy approach her and start dancing ( no dancing skills, what so ever, lol) but he attempt and that’s all that counts and the girl she diss him, and the commerical it state at some things you dnt have choice but at mcdonalds you have plenty of choices. This commerical appeals to everyone, I dnt think it has a specific age group. In a way it sort of stating in my opinion if you can’t always count on something you can always count on Mcdonalds.
Regarding the reading in also going back to the commerical abt Mustang,it talked abt emotional ads grabs your attention, and yeah it sort of does because I didn’t fast foward the commerical. lol.
Ying Liu Zhen // February 3, 2008 at 3:02 pm |
After watching the video of Ford Mustang commercial and reading the Advertising’s Fifteen Basic Appeal, I am surprised that advertisements can appeal to so many needs of different people. Advertisements can be seen anywhere such as newspapers, television programs, internet, and radio broadcast. Many of the advertisements are very vivid and wonderful. For example, the McDonalds is promoted on Tai Wan TVBs program. “Are you lazy to go outside? Not convenient to go outside? Or too late to go outside? McDonalds can deliver for you.”(I translate from Chinese to English) This advertisement create several scenes about the people can’t go outside to have lunch or diner to tell us that McDonalds in Tai Wan has delivery service. This is the service that I have never seen from McDonalds in Chicago and other cities. I believe this advertisement gives Chinese deep impression.
From the Ford Mustang commercial, I can see the power of Ford Mustang. It runs quickly on the road and get home very soon. Although cars are popular in America, some people still don’t have car. Or many people have cheap cars and they dream to have a powerful car. In this case, the Ford Mustang commercial appeals the need to achieve, the need to prominence, the need for aesthetic sensations, the need for affiliation, and the need to satisfy curiosity. People always have goals in their life including buying a good car. Then, they have to “accomplish something difficult, and to overcome obstacles and attain a high standard” They need to work hard and study hard. Once people have gotten a Ford Mustang, they feel they are “admired and respected” and they will “enjoy prestige and high status”. Like what the commercial shows us, Kyle just from military service, and his dad has prepared a Ford Mustang as the encouragement for Kyle. Kyle’s dad hopes his son to be more prominent and respected among his friends. In fact, the motive of advertisement is showing the prominence of the product and appeal people to accept the prominence. My boyfriend often says “good cars always have perfect streamline exterior”. Maybe his words are a little bit unilateral, but consumers usually observe a product’s surface design first, and then consider the quality. Not only the clothes and shoes advertisements appeal to the need for aesthetic sensations, but also the car advertisements. If a car has bad design of the lights, glasses, and seats, it can’t be sold very well. In Ford Mustang commercial, Kyle says “It’s beautiful.” That means Ford Mustang has satisfied him on sensation even he doesn’t drive it yet. Kyle’s mom and brother pick up him in the air port by driving a Ford car. In this case, “warm family feelings are fanned in ads when another generation is added to the pair”. In America, people enjoy to drive a car to travel around. They also have picnic in outskirt with whole family. The information of ads is that the association of family is profited from Ford. Young men like Kyle and his brother drive Ford Mustang may be base on their curiosity. They want to know the feeling of speed and learn how the car works. The new development of cars really catches attention of young people.
According to my search, a Fore Mustang cost at least $18,200 without tax and other fees. This kind of car may fit for the medium to high income people. Advertisement is just an agent between consumers and product. If consumers decide to buy the product, they have to consider on different facet. We not only need to know the advantage of ads, but also know the disadvantage of ads; so that we are smart consumers.
Bionka H. // February 3, 2008 at 9:47 pm |
The Ford Mustang commerical utilize in order to garner the consumer interest is to nurture and guidance because the commerical show its support to the war and make people feel better about their selves while their sons/daugthers are over there fighting a war. The commerical cleared statement when his son returned home from the war. They were having a conversation about the time he drove his car. His father gave him a car. The commerical is shows interest console and support the troops, in need of guidance for better country. Many fathers don’t care about thier sons. You got fathers that care about thier sons.
Sara D // February 4, 2008 at 12:43 am |
There are several appeals from the book that the Ford Mustang commercial uses.
1. The need to nurture. The mother in the commercial is very apparent in her nurturing and the father’s nurturing is more implicit.
2. The need for affiliation. The son yearns for the companionship of his father. The book states, “maybe all the images of companionship are compensation for what Americans privately lack.” (text pg. 78)
3. The need for guidance. The text states, “We may be loath to admit it, but the child lingers on inside every adult….” (text pg. 80) The son, even though an adult, is still longing for his father’s acceptance like a child often does.
4. The need to feel safe. The son finally feels safe and accepted after sitting in the Mustang with his dad. They reminisce and there is a sense of new found comfort between them.
5. The need for aesthetic sensations. “The photography or filming or drawing is near perfect” (text pg 85). This was a very obvious one for me. The whole commercial was aesthetically pleasing. The image of the perfect family in the perfect suburban neighborhood with a beautiful house. They even have two dogs running out of the house at one point! And the mother that does too much. Not to mention the beautiful Mustangs. The Mustangs are pleasing both to young audiences and older ones.
6. The need to satisfy curiosity. The son admits to his dad that he took the car on a first date. He satisfied a curiosity about what it would be like to take the precious car out. This statement also appeals to the audience because so many people can relate to this curiosity.
The commercial appeals to many different generations. It appeals to parents who have a son or daughter far away. It appeals to sons and daughters who may be longing for that kind of acceptance from their own family. It appeals to brothers who have or want that kind of connection. The “story” is sweet and wholesome. It makes the audience long for that kind of acceptance in their own life. It also plays on our current situation with the war and our soldiers returning home. Dad and son have something to relate to now, they have both been overseas in a war and they both got a Mustang after they returned. It was a very sweet commercial and it really tugged on your heart strings! I am sure that was their goal.
Lakendra B. // February 4, 2008 at 3:41 pm |
While watching the ford commercial, i noticed several different appeals the advertiser was trying to send out, but i’m only going to list the main two.The fisrt appeal i noticed was #4 the need for guidance, “Parent-like figures can successfully call this need up”(pg80). In the commercial, the father had an real old ford mustangs that he kept up for years. His car, obviously, was his most valuable treasure so instead of buying his son any car, he buys him his own ford mustang. In that being the case, i’m sure the son believe this is the car he should have because his father had one for so long (he take his word for it).The second appeal i noticed was #7 the need to dominate. This need is the craving to be powerful. The father said that every man in his sqaud wanted that car the year it came out. Maybe thats because a ford mustang is one of the fastest coolest cars around, which brings on power to most people. I believe they were trying to capture the attention of all driver but mainly the ones who admire the history of ford mustangs and its values.
Anthony Puckett // February 4, 2008 at 6:14 pm |
First of all let me say that the mustang commercial was the longest commercial I’ve seen in my life!!!!But anyways, many appeals were noticeable in this commercial. I feel that basically all of them were presented in there own sort of way, but there were a few who stuck out the best; the need for to escape and to achieve. The need to escape was used in the way that the father felt as if when he was away from home his mustang made feel a sense of relaxation and comfort. He used that car to take his mind of what was going on in his life, so he felt as if what of a better way to surprise his son then get him the same car, but even better, to take his mind into another state. This is where the need to achieve comes along. The mustang was a sign that he has basically achieved a goal in life. With all the struggles he probably went through when he was away, he now has something to look back on and say I’ ve made it and all that hard work has finally paid off. You can see that the reasons I’ve stated can relate to some other appeals such as to feel safe and for aesthetic sensations, but those two appeals stuck out the most for me, seeing that I can sort of relate to the father and son because I’m a military man myself and I’ve been away from home. This commercial is made to appeal people who are car cherishers and people who have been away from home for a period of time. These appeals are very effective because it touched me in a way that a commercial has never done before. It has a symbolic meaning to it that many people can relate to in their own way.
gomez j. // February 4, 2008 at 6:17 pm |
the ford mustang commercial shows the guidance and nurture from the beginning to the end. Right in the beginning of the commercial when u see the soldier arriving at the airport and the little boy gives him a salute, that we should support the troops. when the mother and brother see him they give him a kiss and a hug that shows the nurture, at this monment the commercial reaches the audience that has a family memeber in the war and wish their family memeber could come home just like him. the guidance is when it seems that the son followed his father’s foot steps joining the army trying to get his acceptance and when the father said that he got a car after the war to help him forget the things he saw and that he understood what his son went through so that he could make his son feel safe. the commercial targets the audience that have a lot of patriotism for their country. the ones that have the american flag outside their window and have a family member in some type of military and have a parent that has served in the military. the mustang symbolizes the ultimate american car, so giving it to his son who is a U.S soldier fills in the whole ideal of the american family.
Daniel Ulloa // February 4, 2008 at 9:01 pm |
i completely agree with ashley mercado’s comment about the commercial being targeted to an audience who may in fact have a relative or know someone in the service. on some level i can see how this may lead someone to perhaps even go all they way out and purchase a mustang for themselves. (need for affiliation) if other people in the service have a mustang, theres an immediate bond formed the minute a soldier purchases one. it’s not just about the car now, an unspoken connection with fellow soldiers lies underneath. and come on, it’s a mustang afterall… who doesn’t want one of those.
the father’s guidance also had major appeal in the commercial. who else but someone’s own father would automatically know what’s best for their kid? (need for guidance)
the mustang itself, symbolizes a goal kevin has already achieved. he followed his father’s footsteps, served in the service, and made it back safe. he’s living the all-american dream and what better way to show what he’s accomplished, then a spazzy new sports car?
all of these appeals i mentioned are very effective in their own way.
need for affiliation – everybody wants to fit in thats just a given. totally relate-able with all types of people who are trying to live that all-american dream themselves.
need for guidance – we can all use a little help every now and then. the father’s guidance either we can look back and say my father gave great advice, or wish he did.
need to achieve – because it feel so great to know that you’ve overcome a huge obstacle in your life! purchasing a mustang, who knows, might just be as great as coming back home after being in the service.
the commercial is targeted, to a wide range of people. in my eyes, your typical middle class family who may just happen to have a son or daughter in the services. the fact that they chose kevin, instead of let’s say karen as the soldier who made it back pretty much to me let’s me know ok, maybe more guys are gonna wanna go out and buy a mustang cuz kevin did just that. i’m not sure how most guys would feel knowing they are purchasing a chick car, i’m pretty sure there buddies would make fun of them… i might be wrong to be saying this… but i’ve heard comments like that before… i don’t see why a girl would have a problem driving some “dude’s” car… so by picking a male it not only targets male buyers who are interested in purchasing a car but female ones as well.
Jenny Vance // February 4, 2008 at 9:05 pm |
Being that Ford is a domestic car company, it doesn’t surprise me that they have a commercial involving the return of an American soldier, especially when our country is in the midst of a war.
I agree with my classmates who stressed the need for affiliation was ever-present in this ad. The book quotes Henry Murray in saying the needs for affiliation consists of desires “to draw near and enjoyably cooperate or reciprocate with another; to please and win affection of another; to adhere and remain loyal to a friend.” The expression of this need or motive in accordance to the commercial I watched is displayed as a need to draw near to family members. The Ford Mustang commercial begins at an airport where a soldier returning home is shown walking towards his awaiting mother and brother. Hugs are instantly exchanged and the viewer is filled with warm feelings.
The need for prominence is also displayed shortly after the commercial begins. Before the soldier reaches his family, he walks past a young boy who salutes him, displaying admiration and respect.
When the soldier arrives home, the viewer is shown a picture on the wall of what we assume is his father in an army uniform. To me, the fact that his dad was also a soldier led him to strive in his life and a need to achieve, as he believes his father has done.
Later, we see the father arrive home and his son greet him in the driveway. The exchange between father and son presents a few needs—the need for affiliation is touched upon again, then, I believe the need to nurture and the need for guidance appear. It’s obvious to me that the father understands what his son has experienced in being a soldier, thus he feels, as the book explains, the need “to feed, help, support, console, protect, comfort, nurse, heal.” The need to nurture is almost always present between a parent and their child(ren).Consequently, the returning soldier displays the need for guidance in that he desires to be nurtured, protected, shielded, and guided by his father.
The father talks about the beautiful antique Mustang he got when he returned home from soldier duties, and the way he talks about it leads the viewer to believe his car filled his need to escape. We are further led to believe this when the father unveils that he has bought a Mustang for the son who it is implied has desire, need even, to escape.
Ford does a very good job creating an advertisement with such impact. The commercial touches on six needs very explicitly, but I’m sure with further analysis, one could find that almost all of the needs outlined in our book are touched upon.
Jose Oblea // February 4, 2008 at 10:24 pm |
Very interesting commercial this one. from the beggining to the end. Right away when i saw that lil boy saluting the soldier when he was walking through that aisle. It showed a lot of apealling as well as afiliation right from the start. It showed a lot of respect. This commercial targets in my mind youn people as well as fathers. Its interesting how the soldier told his brother dad will be dad. It shows how the soldier misses the small things he used to do around the house. Melissa couldnt of put it better. she talks about how he might of joined the army because of his dad and not because of him. This in my mind shows a lot of respect that one soldier has for his dad. In the dad’s side fathers all over the country could see this commercial and would buy their son/daughter a mustang as soon as they arrive home. This was a smart move for ford. This also might say that a mustang tells a story and that they all have their own stories within them. Like when the dad told his son about when he first got his mustang. This commercial could apply about the durability of the mustang. If I could recall i think that year was the first time that model of the mustang was introduced to the public. This could also show how ford has related and stuck to the past, perhaps to start the mustang story all over again.
This was a nice commercial well thought out and put together by ford. This story carries a lot of the fifteen basic appeals this book talked about. except the one about sex lol. once again the targeted people are young and fathers with a story to tell. I wonder what kind of story they would of came up with if the soldier was a girl!!??
Marlena H // February 4, 2008 at 11:10 pm |
Like some people have already stated, this was a really long commercial (almost mini tv show which was kind of cool, but still it seemed like they were trying to fit too much). I understand it was supposed to pay tribute to our soldiers and it was patriotic of ford, but it was too long and they could have done without with a lot of the little skits and still gotten the whole point across; that’s just my opinion. I have seen a lot better commercials and for that reason I decided to find one of my own. Even though this is American Pop Culture, I couldn’t pass this commercial up from Sweden. http://www.youtube.com/watch?v=3FzgvXdQ9vE If you did not laugh at this commercial, then I honestly don’t know what else to say other than try watching it one more time and see if you get it the second time around.
We have all either witnessed, been embarrassed by or have thrown one of these tantrums in a public place and can relate to the father’s experience at the supermarket (one of the most popular locations chosen by children to throw tantrums). If you laughed or even chuckled at this commercial, you found it funny because it was true. Before anyone gets offend, let me start off with saying not all children are “surprises”. It is safe to say that the point of this commercial was to show that children are not easy to take care of, and for those who are not ready for that special responsibility of being a parent, use a condom. This ad is targeted to people who wish to be careful in their sexual activities. Some might say this probably was not a very family oriented commercial; it still had some of the basic appeals of advertising according to Jim Fowles’ list of Advertising’s Fifteen Basic Appeals. Even though the father and son were not holding hands or playing in the park, the simple act of shopping together gave the viewer a connection between the two for a good 3 seconds forming “affiliation” in the beginning. Also in that short time before things start to turn bad, notice how it is the father, not the mother who is shopping with the kid; possibly a small amount of “nurture” plays into that with the whole father and son experience. We all know that it is a child’s “physical need” and love of candy that if they do not get it, you better be able to handle what might come next, which in this case is when the action begins. The “need to aggress” is not shown strangling the screaming child to quiet him down, instead the father stands there helplessly in the eyes of the public (but we are all left to imagine what he’s really thinking inside). Even though the commercial does not say that you’ll get “attention” by using their product, it assures you that you certainly will not get the spotlight of attention because of your tantrum child.
Lucrezia B. // February 4, 2008 at 11:48 pm |
As been mentioned in all of the above comments, the commercial showed many of the 15 appeals…i especially agree with Jose in saying that this commercial was interesting from beginning to end, and it started immediately showing appeal when it featured it’s main character as soldier. Appealing an audience that has any military affiliation whether it be family or themselves. and it being a mustang commercial a car of strength, it might attract these people as being a part of a “club” (need for affiliation”). I also noticed (the need to dominate)but, at a couple different angles. For one, you immediately relate soldiers to being powerful, and the same with the car…i also noticed how the father said ” it’s almost as good as mine” (talking about the car he got his son). This makes think of getting the most “dominate” or best mustang. I also agree with sara d. about (need for aesthetic sensations) because the commercial did present like this “movie perfect” or stereotypical family setting. And i could just about name almost every other appeal especially thats been mentioned but i guess these appeals stood out the most to me because they were the most dominate, and i’m saying that because these are appeals that would alone sell this particular object…especially to men…, and men a typically known as the car buyers…I also viewed other commercial to see if i break them down the same way as i did this one. I noticed that the other commercials had a lot of appeals as well, but there were main ones that were more dominate (and perfect) for that commercial. But all in all this was an interesting commercial, for one it was the longest commercial i ever seen, and because i had the opportunity to break it down, i guess made it more interesting.
kiely holden // February 4, 2008 at 11:50 pm |
my favorite type of advertising tends to often lean more toward the “avante garde” genre. but some of my favorite ads are anything but.
though not necessarily my favorite commercial of all time, inlight of the superbowl (yay giants!) i selected one of my favorites from the game. while it wasn’t my ALL-time favorite superbowl ad this year, i did particularly enjoy this planter’s commercial, and have chosen to write about it simply because i find it easier to dissect:
http://youtube.com/watch?v=kfzbZJrz06A
it’s a perfect example of the anti-sex-appeal. i love it. it’s kind of like what you said in class one day, kristin, that advertisers have realized that this generation is smarter than those before us, in the sense that we have the ability to call bullshit as we see it. they’ve got to constantly be three steps ahead of us, constantly finding unpredictable ways to catch our attention. should humor be their medium, it must be clever and witty, something we’ve not seen a thousand times before. though i’m sure planter’s isn’t the first company to attempt this technique, they were the only ones to do so (that i saw, at least) in this year’s round of superbowl ads, and all the while with impeccable taste. they weren’t attacking any one particular stereotype, but instead lightheartedly reversed them, and making it understandable and acceptably comical to nearly any audience (age, race, creed).
this was my favorite one of all, though:
http://www.youtube.com/watch?v=k-B2kkLMaNs
i’m not really sure why, but it made me laugh hysterically every time.
could’ve been the drugs, who knows.
as far as the mustang commercial goes, all i really have to say is what the HELL channel let them broadcast a FIVE MINUTE LONG AD??
other than that i thought it was weird, but i’ll admit i got a little teary thinking about how much i miss my mommy.
and how awesome it would be if they surprised ME with a new mustang.
but then i realized that would never happen, so then i cried for real.
kiely holden // February 4, 2008 at 11:51 pm |
ahhhh i posted the wrong first link!! haha this is what i meant:
http://youtube.com/watch?v=kfzbZJrz06A
(dangit, why can’t we edit these things. . . ?)
Kyle G. // February 5, 2008 at 12:05 am |
Wow, I have never seen a commercial this long. I did not think that they were even longer than a minute.
When I got done watching this commercial, it was very touching. The appeal that catches the audience is that it relates to what is going on now; the war and the troops. Every time people see anything dealing with the Army, Marines, Navy, etc. they get a sudden chill or goose bumps that gives them this feeling to want to support or commit in every way.
The audience that it mostly catches is the friends and family that can relate to it. The ones that have a brother or sister, father or mother, even a close friend, that is active right now in the war. It can even be a small town neighborhood, where everyone knows each other. In the commercial you see the support to the troops with all the yellow ribbons on the trees and with the huge crowd welcoming the ones that are back. It even catches the eye of the ones that have that close father-son relationship.
The appeals of this commercial effectives people who relate to this subject. It grabs their attention and has them focus on the commercial until the very end when they see that it is for Ford Mustang. The people that made this commercial hope that it keeps people focused on the commercial so much that it somehow makes them buy a Ford Mustang. It kind of hypnotizes people into buying the car when they are really watching it because of the relationship of the troops.
Monica Edwards // February 5, 2008 at 12:26 am |
I feel that the Ford commercial utilize its appeals by using, the need of affiliation by suggesting that the next genertion needs to own a mustang, this is what jump starts the need of sales; to feel that it matters n what you have to influence the poeple around you. The next appeal used in this commercial is autonomy appeal. And also the need to escape is a created illusion when watching this commercial I mean okay we know the car is an American muscle car that is the icon of America’s automotive ides, creating such escapes can like feeling that freeom of a new car something that helps you feel that you are away from it all. From the reading it is stated” You are in need of a break” It will brighten your aspect of your day in some cases like work, school, or even sometimes family. Another appeal present in this commercial is the need for aesthrtic sensation this helps give a layout of scenery what ties into the product you are saleing..You wouldn’t put a car in a commercial saleing clothes or nail polish it all depends on the project. Something that helps draws the person into the product itself.
The audience it attempts to sale to is a family orienated public…It is something that has a shared interset between the young and the old..The Mustang has been around and it shows its variations from generation to generation. The younger crowd of viewers specically the males are interseted because of the attention from the car. More females are more likely to show more attention as when they both stated the father went on his frist day with his mother and he also the same. The middle class family who are more likely to purchase this product. The typical merian family point blank.
This appeals are effective because they tug at our senses or fanatsies to a point that we can’t help but take notice. The more appeals it is to an audience the better a response it will be. Its like reaching an entire range of audience.
Sara M. // February 5, 2008 at 12:59 am |
The Ford Mustang commercial very effectively uses several of Advertising’s 15 Basic Appeals outlined in Jib Fowles’s essay.
The first evident appeal is that of safety. The hero/protagonist of the ad is a young man returning from the war. We (the audience) know right away that the safety of our nation is important to this man, and we’re reminded of how important the members of our military are to our own personal safety. This creates a relationship between this guy and the audience; we like and respect simply on the basis of his military service.
Next, we’re confronted with the need to nurture when we see the connection he has with his family. He is happy to be back in a nurturing, family environment. This need is further illustrated during his homecoming party; he meets his little baby nephew for the first time and we see and connect with the importance the nurturing of a family holds over both him and us. And because he is soldier, the need for safety is also echoed in this scene. We wouldn’t be able to have babies and nurture them if we wre not guaranteed the safe environment provided by the men and women committed to protecting our country.
So, at this point in the commercial, we have not yet met the absent father and it has been hinted at that Dad’s Not Always Around. He’s emotionally distant, physically part of the family, but not participating to teh extent that perhaps a father should. He missed his own son’s homecoming, for crying out loud. Then Dad enters the scene and the most important of the 15 appeals appears: The need for affiliation. As Fowles puts it, “Warm feelings are fanned in ads when another generation is added to the pair.” Even though there are issues between the two men, the need for both of them to share an experience is evident. Fowles quotes psychologist Henry Murray (the originator a list of personality traits and motives that were the foundation of the 15 appeals), on the need for affiliation consisting of the desires “to draw near and enjoyably cooperate or reciprocate with another: to please and win affection of another; to adhere and remain a loyal friend.” That’s exactly what happens between father and son, but only after the Mustang is introduced as a catalyst. They can’t bond seem to bond on their own, so they need something (in this case, a domestically-produced, super-manly, American-icon of a car, the Ford Mustang) to bridge the gap and give them a common ground. So the need for affiliation is not just present between these two but also between them as a pair and the car, more specifically the Ford Mustang brand.
The target audience of this TV ad is definitely The American Male, both young and old Although it hits those notes of nurturing in the beginning, I think that the safety aspect, with its soldier protagonist, and the male-bonding that ensues with the need for affiliation, this ad is all about the dudes. It takes an interesting route by not relying on a testoterone-drenched Sex and Aggression approach, typical of most automobile ads; it instead plays on emotion and nostalgia, appealing to the softer side of the male psyche, while not ignoring the toughness that men are supposed to display.
Socrates L. // February 5, 2008 at 4:05 am |
http://www.youtube.com/watch?v=g0nliPWaCvA
The way i believe my commercial portrays its message is by the need for affiliation. Fowles describes the need for affiliation of being more flexible , because it can send its message out to a wider age group audience that many people can relate to.
for example in the commercial i chose i believe it catches the audiences attention right away in the beginning since many people can relate coming home from work ,school, etc, with groceries and just wanting to enjoy their snack in this case it is a bag of doritos. then the curiosity of the audience starts to emerge since we see the individual bring out a mouse trap, he then cuts a thin slice of the dorito chip and places it on the mouse trap. He sits waiting for the mouse to come out and get caught in the trap but to his surprise things didnt go out as he planned them.
the surprise of the commercial will definitely have the audience laughing. although the commercial clearly states that it is about doritos, the audiences mind may wonder off and focus on other things the commercial portrays.
for example the audience may be a big fan of the classical music that is playing it appeals to them more than the chips. or maybe an individual who has never heard it before may wonder what kind of instruments are being used, a young male may wonder what kind of suit he is wearing, or even people wonder why he lives in such a crappy living situation when it sees he makes alot of money. it may even scare people to make them think that their mice grow into huge rats if they dont take care of their rodent problem. the commercial also portrays that mice traps dont work.
i got all these other messages from this commercial when it is only suppose to be about a bag of potato chips. This is an example on how fowles mentions that advertisers should be careful since the main purpose of the commercial can be overshadowed by what comes before the inititial point of the commercial.
to me the initial target audience can range from adolecents who enjoy a bag of chips as a snack or with their lunch. to adults who love having a snack to eat when watching their favorite tv show or watching a football game. a commercial like this may have all these messages to attract a broader audience to its product. advertisers keep trying to find a new way to attract the audience since now it is easier for us to know when they are lying to us then when it was 40 years ago.
Rigo P // February 5, 2008 at 8:26 am |
At first, I saw the lenght of this commercial and thought that it was going to be too long. For that reason, I thought that people would not watch it all, but I believe if this was a super bowl commercial people still would have seen it because of what it represents. One key representation of “Advertising’s Fifteen Basic Appeals” by Jib Fowles, is that of assimilation. As stated in the reading, “the need for assimilation consist of desires to draw near and enjoyably cooperate or reciprocate with another; to please and win affection of another, to adhere and remain loyal to a friend” (79). While watching this, I got a sense that the father was never really close to the family and I yes I know that there had to be an element of surprise for the father to give the Mustang to his son. The son throughout the commmercial mentions that his father isn’t or wasn’t there. Upon his return, the father found a way to connect and get affection from his son. That sense of connection was seen by the similarities that both: father and son, were living.(both part of armed forces, both got mustang after returning) The audience that this commercial is trying to reach is someone that could possibly be returning from the Armed Forces. This meaning that it could also be the parents of that individual giving that person a Mustang. The obvious reason for my beliefs is clearly stated in the commercial. I think that this commercial is and has been very effective because of the connection it makes to most Americans. Most Americans have someone that is part of the Armed Forces and upon their return I(we) feel that they should be compenstated for their sacrifice to protect us. Ford company jumps on this belief and provides the Mustang as a means for it to be a compensation. Also, I do not know the validity of the comments left on the video, but there was someone that “supposedly” bought a Mustang after watching the commercial. If that is the case, then the commercial really does have a high rate of effiency.
shaunta king // February 5, 2008 at 9:06 am |
I didn’t understand the commerical at all, but only thing i can say that the reading in the book was talking about different appeals. That might was deal with the commerical. The appeals that describe the commerical are 5, 6,8, 13,15.That allican say about this reading and the commerical.
Erica Guiden // February 5, 2008 at 9:21 am |
I saw the commercial as being honored to the troops of America in a family setting version………….
The appeals from the commercial I saw were affiliation, the need to nurture, need for prominence, and the need to feel safe. The affiliation comes from when the father & son were sitting in the car and the father said, “I took your mother on our first date”, and the son replied “I took Sarah on our first date just down the street”. The father was shocked by saying no he always checked the miles. Coming from the book (p80) the need of nurture akin to affiliative needs is the need to take care of small, defenseless creatures-children and pets, largely. I saw the need to nurture when the mother & son came to get the Kyle from the airport and they were all hugging the first thing the brother said was “Dad wanted to come”, Kyle brushed it off as if he didn’t mind that the father wasn’t there(but the reactions showed he was bothered.) I also saw the need for prominence when the soldier is first seen by the young boy which the boy salutes the soldier by respect of the troops. The need to feel safe comes from the Mustang itself. The mustang as seen in the commercial was brought buy the father when the father first came home from the army (which was an older car), and the father gave the son a similar version to the mustang the father had. Also in the beginning the younger son is driving a newer version of a Ford model.
Alex A. // February 5, 2008 at 10:47 am |
I agree with most people here when they say that ford commercial was too long. I mean sure, patriotism and supporting troops is important but as a commercial, there was too much information shown to get to the point of it. I also dont want to write about this because almost everyone else did, so i found my own commercial.
This commercial is an Advertisement for AMERIQUEST. Heres the link:
http://www.youtube.com/watch?v=4-jF0cuRvYo
The commercial is average – 30 second length. Unlike a beer, chips, or pepsi commercial, this one isnt really advertising something. This commercial is transmitting a message. The message of “DONT JUDGE TO QUICKLY” is refering to the company being a mortgage company. The company has chosen to show this message using humor. In the reading, it talked about the different styles of advertisement. The makers of this commercial not only used humor but also added their own twists (not only in the end but also a twist to the appeals). First of all, there are three (3) appeals i saw in this commercial, however only 2 are clearly visible (at least to me) the first time you see the commercial.
The first appeal seen is the “need to nurture” The scene opens up as the doctors are taking notes on the patient. The next scene we see a mom and her daughter with a balloon ready for their dad. From this we can infer that they are the patients family. The image of a young girl carrying a ballon with “Get Well Daddy” on it and mom saying “daddy’s going to be so excited” suggest the typical family values. At this point in the commercial, we dont know what is happening other than Daddy is in the hospital and possible just recouperating from surgery.
The next one here is the “need for guidence” and the “need for autonomy” somehow mixed together. This is shown in the end when the words appear on the screan “DONT JUDGE TO QUICKLY!” …….”WE WONT”….(fade to black) then…”AMERIQUEST MORTGAGE COMPANY” logo comes out. This is basically the punchline of the commercial. This is what makes the commercial funny but also what sends the message. The need for guidence is shown here because Ameriquest tries to guide its audience into picking a great mortgage company (ameriquest) It also shows the need for autonomy because judging quickly (especially when it comes to loans) is something most companies will do based on your credit or something. It feeds its need for autonomy because it tries to stand out as a loan company by blatantly saying “WE WONT.” The commercial is humorous. (too bad ameriquest had very bad consumer reviews) However I picked the appeals that are obvious when viewing this commercial. I didnt want to go too deep in it and lose my train of thought.
Munkherdene R // February 5, 2008 at 12:03 pm |
Analyzing commercial
The commercial for the 2005 Ford Mustang is based on a most prominent fact of war. Therefore, many consumers may pay attention to it. Also, the commercial covered a normal family which picks up their son from war. While analyzing the commercial, four of advertizing is fifteen basic appeals appeared: need for prominence, to achieve, to dominate, and for attention.
First, the appeal of prominence is the strongest appeal in this commercial. The prominent person is the son who came back to home probably from a war. Because, when he was meeting his sister’s family in the house, his sister’s face was very serious, while she embraced him. It showed he was from some place which was probably dangerous. Other supporting ideas are:
*Son is hero over his family because his sister said”We are proud of you.”
*Also, the part where the son is looking at the father’s picture as a soldier. It showed how much the son is admired his father.
* Also, respect of the car was an evident by father’s old mustang car. The father’s face was very excited when he showed his old mustang to his son. Also, when the father showed the new mustang to his son, he said “Almost as pretty as mine.” It showed how the father’s old mustang is always best for him. Also, the son said “You are finally gong to let me drive your car?” It showed how the father never let the son drive his mustang. They showed to the father’s respect for cars, especially a mustang. In the first part, the younger brother could drive the other ford car, but probably never drove his father’s mustang. I doubt, the overall meaning is about war because not everyone responsible for us involvement in the war in Iraq, therefore, the commercial doesn’t appeal to everyone.
Second, to achieve is another vital appeal in this commercial. The part where the father gave a car to his son showed that the idea of “Give best to your hero” by giving the present of mustang to his son who he is proud of. That part encourages parents to give presents like mustangs to their children, when their children achieve their goals; for example, graduate school or find a good job. When I was watching this part, I really thought like if my parents give me a car like mustang, I will be very happy like this son.
Third, to dominate is the other appeal which is represented by the imaginary of best of son getting the best of car. The son is the dominant hero of his family, and furthermore, of his country. Therefore, the hero’s car should be strong enough like a mustang.
If we look more closely in the dominant category in this commercial, we may find suggestions of the dominance of men over women. There is the stereotype of only men loving cars. The commercial brought up the idea of the boys experiences of stealing their father’s car. Also, when the son was looking at the father’s picture, he was froze and thinking about something. I guess he thought “My father served the country and I did too.” So we can see the father and son’s equality, the father has the mustang the son should have the mustang, like his father.
Nowadays, gender inequality is gradually disappearing, many women drive cars. The commercial may encourage the idea the mustang is a car for a person who is like that father and son. Probably, many guys buy this mustang for this reason. As well, many women may buy this car to show they are as strong as men.
The attention is the final appeal in this ad. Every commercial is made to hook up consumers’ attentions. This commercial, seemed to say “Look at this car” in the final part; “Watch and be attracted to the Mustang” by the son’s last role of watching his new car.”
Finally, the commercial subtly touched on the controversial issues of war and gender. Building up these four appeals: prominence, achieve, dominate and attention, ford produced the great commercial of the 2005 Mustang Commercial.
Miriam Salgado // February 5, 2008 at 12:32 pm |
I think that the ford mustang commercial is trying to utilize the guidance that the soilder needs to be nurtured by his father by having a old school and new school mustang, this commercial shows support and respact to does who are in the war and wanna make the poeple feel good that one of their family mambers are in the war. The commercial clear the statment whan he gets home their having a lil party to wolcome him back his father and him have a convesation about the time he had mustang for a long time and i guess he whants his son to feel the way he felt with the mustang by giving him a new one.The commerical is shows interest console and support the troops.
Kyle Flanagan // February 5, 2008 at 1:11 pm |
In the Ford Mustang commercial there are three major “appeals” that the ad utilizes in order to garner consumer interest. The first “appeal” that the advertisement involves is the ‘Need for guidance’. This is evident as the father figure in the commercial, by giving his son the new Mustang, reinforces the son’s idea that this is the mark off success. Because his father came to own a Cobra (another Ford vehicle) after his own return from duty, it was seen by the family as the natural process of things. The commercial makes the assumption that the Son joined the armed services because it was what his father did. So for the father to give his son the car it reinforces the notion that what the son has chosen with his life is the right choice. That the “tradition” of the family is alive (“The product itself… can constitute a tradition.” Common Culture, pg. 81).
The second “appeal” that is prevalent in the advertisement is the “Need for prominence”. By being given the Mustang, the son in the commercial automatically becomes an ‘icon’ of sorts to his friends, his peers, and his neighbors. The father, earlier in the commercial, tells the story of how everyone in his unit wanted the car (the Cobra) that he would come to own. That it became something to distract them from the perils of war. So this establishes that the flagship Ford muscle car, in this case the Mustang, is something sought after by many but owned by few (“…the need to be admired and respected, to enjoy prestige and high social status.” Common Culture pg. 83).
Perhaps as ubiquitous as the use of the “Need for prominence” is the “Need for attention” appeal in the commercial. The father mentions that he took his wife out for their first date in the car (the Cobra). The son then mirrors the sentiment by telling his father that he “took Sarah Thompson out for [their] first date in [that] car.” The son then mentions that they only went three houses down so that the father would never discover that his son “borrowed” the car. This shows that the vehicle itself was a way to garner attention, that by having the Cobra it was a way to impress. And since there is the connection made, that the Mustang is in a sense the new Cobra, this new car to the son would achieve the same attention (The desire to exhibit ourselves in such a way as to make others look at us is a primitive, insuppressible instinct.” Common Culture pg. 83).
The commercial attempts to appeal to those with strong family bonds (I want to grow up to be like dad) and those with Patriotic feelings (as Ford sends the message that in essence they’re forced to advertise, but that it’s dedicated to the men and women who serve to protect this country). It is fairly effective in doing so as the father figure in the ad is obviously highly respected. So for him, the father, to give the son the Mustang shows a sense of accepting his son’s choices, that the family is proud and shows it by buying Ford. And that if you’re in the armed forces (or you’re simply American!) you should buy Ford as it is American tradition.
Brittney // February 7, 2008 at 12:54 pm |
The Mustang Ford Commerical had an supportive type of value about it. Being that his dad was in the army when he was younger shows a concept of heritage for that particular family. Also, the fact that his dad showed up with a car for him ‘advertise’ not only the love and pride for his son but, also the Ford Mustang.
I think in todays world they do make alot of advertisements. When ever where ever you go you can insure yourself for the bribe. For instance; when you go to the mall to purchase an out-fit on the reciept you might will see” on your next vist to the store 50% off your purchase. As read in The Common Culture Book the scandle of being forced to buy Coca-Cola products is visable. They personally know if you were to add vending machines in schools on every floor it would be a seller. In addition, commericals are her to satisfy us in some way. They try as well to make things perfect and, practice needs for appeals to use. The fact that it hardly works it take into enormous numbers of people exposed to an ad. And, once this happens advertising compaign reach for their wallets totally up to millions of dollars; enough to keep the product in production and the advertisments coming.