Visual Assignment Essay

Visual Assignment Essay
I chose to do my visual assignment essay on a classic print advertisement from Jeep for the Jeep “CJ” Model. At the very top of the ad, centered perfectly in the middle, read the words “JEEP CJ”, both in big letters and bolded, solely for catching one’s attention. Directly beneath it reads an overlapping slogan, that states “We build ‘em tough Because you play rough!” The ad depicts a young man and his dog, driving an orange Jeep CJ “Renegade Edition” descending a dirt hill in the early morning, with a dust path trailing behind. On the lower right side of the page, enclosed within an orange box, are eye-catching graphics showing the optional upgrades, such as beefed-up suspension components, an extra rugged frame,

The target audience for the Jeep CJ was typically younger people. But a more specific audience for the Jeep CJ would be young men, roughly around draft age (18-24). This same market ignited the initial popularity of the Jeep, which grew when young soldiers returning from WWII wanted to take them home for themselves. The advertisement shows a young man and his dog in the Jeep off-roading, symbolizing that both of “man’s best friends” understand your need to go out and adventure, explore, and get a little dirty. The Jeep CJ was advertised almost as an outdoor toy, that it was something you could take and just go play in the dirt with. Even the opening line of the passage in the ad says, “The Jeep CJ is built for fun”. This was the period in the late 1960’s where the 4x4’s popularity really took off. Jeep soon noticed and wanted to capitalize on this opportunity, and even began offering two sizes of the Jeep, the smaller one being the CJ-5 and the larger being CJ-7, just to make their market reach as broad as

There are a few factors that come into play that make it as catchy as it is, the first one being the title of the ad. It was purposefully enlarged, bolded, and placed at the very top of the ad, to catch your eye and then get your attention. Within the ad are a few catchy slogans, the first of which being the one right underneath the massive title, that says “We build ‘em tough because you play rough!” This is designed to catch viewer’s attention and stay in their heads right off the bat with its “sing-song” appearance, it’s placement right underneath the main title, and of course, it rhymes, making it all that much harder to forget. Also, placed at the bottom of the ad are the logos of two major automotive brands, but both the logos were placed there specifically, as many consumers are influenced by the reputation of a car brand. The advertisers place their logo on the ad to show what interesting things consumers can do with their products, which sparks positive dialogue and boosts their reputation, all while becoming more