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Ford Super Duty Truck Advertisements

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Advertisements come in a variety of appearances, messages, and product; therefore, it is the advertising company’s position to appeal to a specific audience and effectively sell their product. This is done through object and text positioning, appearance, and content. In the digital ad done by Ford Motor Company to sell their new power stroke diesel Super Duty truck introduced to the automobile market in 2005, Ford effectively appeals to a masculine rancher/farmer based audience with an extensive use of logos as well as textual and photographic imagery. The majority of the space of the new power stroke Ford Super Duty digital ad is dominated by the looming image of the Ford Super Duty. A minimal amount of space is covered by the text describing …show more content…

The content of the ad “F-Series Super Duty with the new power stroke diesel” is portrayed in the bold, capitalized, white colored text (Ford 2005). The audience’s focus is successfully steered to the bold, white lettering to help them understand the message of the advertisement. If the audience has any vague additional questions corresponding to the product, underneath the bold, white text is additional information in a smaller less attractive font. To the right of the text is the Ford motto “Built Ford Tough” to reassure the audience of what Ford Motor Company signifies. Despite the textual imagery of the digital Ford truck ad, the focus of this essay has yet to address the elephant in the room: the looming and intimidating symbolism of the new power stroke Ford Super Duty. The personal truck industry has been focusing a majority of their existence on advertisements with an appeal to masculine and rancher/farmer based audiences. Most men have an emotional craving to be seen as masculine. Vehicular truck companies make an appeal to these masculine audiences with pathos based content by comparing their truck products with other masculine characteristics seen in abundant objects. The masculine characteristics that are primarily focused on by truck industries are power, aggressiveness,

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