Реферат: Ford Motor Company Essay Research Paper Ford

Advertisement #4

This advertisement for the Ford Taurus SHO was found in Smart Money magazine. This ad appeals primarily to the buyers emotional buying behaviors. The top of the add has the following text: “High-Performance Praise. Full-Throttle Accolades.” These two phrases are intended to appeal to a drivers desire for a high performance vehicle. Just below the text there is a picture of a red SHO with bright alloy wheels rounding a corner. The SHO is given the appearance of going at a very high speed because the car is somewhat blurred and the background is also blurred. Ford has targeted this advertisement at Smart Money?s male readers who may have a family, but also have a love for fast cars. Ford has used a hot, red, sporty looking Taurus SHO. Ford uses bright red sporty vehicles when targeting male consumers.

Below the picture of the SHO are quotes from various reviews that have been done on the car. Obviously, all of the reviews were positive and Ford uses them to convey the message that the SHO is not only a fast sports car, but is also reasonably priced, and a great family car too.

The first quote is from Automobile Magazine. Their quote starts out by talking about how fast the car is and how well it handles. They then go on to say: “And it sure doesn?t cost much, does it?” Through this one quote, the SHO is portrayed as a reasonably priced, fast car which is both sporty and luxurious. Road and Track go on to tout the SHO?s fast engine quoting engine specifications which are intended to appeal to the consumers rational buying behaviors as well as their emotional buying behaviors. It?s a quality engine that “makes 235 BHP with little strain”.

The Car and Driver quote concentrates on the fact that the SHO is not only a sports car, but it is also a refined luxury car at a fair price. AutoWeek, on the other hand, is appealing the consumer?s concern for safety as well as their love for speed. “Back-road passing is never a concern, and escaping the truck races on the interstate takes just a touch of the toe”. In other words, you NEED to have the power of an SHO to allow you to pass safely on the back roads and to stay away from the truck races on the highway?with just a touch of the toe.

And finally, USA Today?s quote appeals to the family man who loves a sporty, fast car, but wants a vehicle large enough to cart around the whole family.

Advertisement #5

This advertisement was found in Cooking Light magazine on the inside of the front cover. This magazine?s reading audience is primarily females and this ad is directed at them. The advertisement is for the Ford Taurus Wagon and consists of a two page picture of the wagon in a light blue color. This cool blue color was chosen to appeal to the female reader audience that Cooking Light attracts.

Through this advertisement, Ford tries to leverage the reputation of their “best selling sedan” to promote their Taurus Wagon. At the top of the advertisement Ford included the following phrase: “Everything you like about Taurus Sedan. And then some.” In other words, the Wagon has all the features you loved about our best selling sedan, but it offers more room for your whole family and all the things they can?t leave home without. The photo of the Taurus wagon is taken from behind, but at an angle. This allows the consumer to see that it is in fact a station wagon, but it shares many of the same lines and features of the Taurus Sedan.

At the bottom of the advertisement, Ford includes a couple of paragraphs of text. The message Ford is conveying appeals to the readers rational buying behaviors by pointing out the Wagon?s safety and security features. Most of the buyers of these vehicles are families and Ford recognizes their concern for the safety of themselves and their children. They have intentionally capitalized the phrase “A SENSE OF SECURITY” and “FORD ROADSIZE ASSISTANCE”. As a Ford car owner, you can feel safe with its dual air bags, anti-lock brakes and remote keyless entry. Also, if you happen to be on the road and run into car trouble, Ford?s roadside assistance is simply a phone call away. Also embedded in the text of the ad, Ford mentions the Wagon?s handling abilities, sleek lines and curved angles?just like the Ford Taurus. By comparing the handling and looks of this car, Ford is appealing to the consumer?s love for a car that?s not only appealing to look at, but also fun to drive.

Conclusion

The underlying theme or message carried throughout all of Ford?s ad has been Quality and Safety. Ford, as a company, has devoted a significant amount of time and money in improving quality within their operations as well as their products. They recognized the foreign car makers were perceived to be much more technologically advanced and had achieved a level of quality that American car makers had not. Ford also realized they were unable to keep up with the quickly changing technologies and unable to meet the demand for new and innovative car designs. By focusing on Quality, Ford is now able to react more quickly to consumer demands because they can produce their product more efficiently without sacrificing product standards.

Ford is very effective at targeting their advertisements for their viewing audience. When developing advertisements for the Ford Probe, Ford consulted with a psychologist who bases product color advice on the theory that certain colors and shades appeal to woman more than men. Based on the recommendations offered by the psychologist, Ford ran advertisements with hot red colored cars for men and cooler colored cars for woman.

Through their advertisements, Ford is announcing that they have achieved a high level of quality and their products are technologically advanced. They are running advertisements which don?t necessary focus on a specific make or model of a Ford vehicle. They are running ads which tout their quality service and high-tech anti-theft devices. Many of the advertisements which are run by Ford are focused on promoting Ford as a company. When they do run ads to promote a specific model, they still carry through each and every ad the common thread of “Quality is Job 1″.