Media: Newspaper
Ad Title: Make Life A Fiesta - Ford
What makes the ad very interesting?
Headline: The headline 'Make Life a Fiesta' is overwhelmed by the 'Low Monthly Instalment' above.
Body Copy: The body copy of this ad focuses more on the specifications of the product and it encourage customers to take action (test drive).
Ad Strategy:
According to Gunn's 12 Master Ads Format, this advertisement uses the below format:
i) Unique Personality Property. The slogan for Ford is 'Go Further', which indicates that the brand emphasises on quality and durability on its products.
ii) Associated User Imagery. The product's name is 'Fiesta', and the slogan used is ' Make Life a Fiesta', therefore it is intended to target customers from young working adults and students from college and university.
iii) Symbolised of Benefits. 'Low Instalment' and 'Cash Rebates' indicates that customers only have to pay a small amount of money monthly, which means even people from lower income group such as students can afford to buy the car.
Slogan: The slogan "Make Life a Fiesta" is very catchy since the product name is 'Fiesta', it is easy to be remembered.
Visual: On visual perspective, the ad is very straightforward that readers can know that it is a car ad with a single glance. The selling point of the product (low instalment and cash rebate) is also clearly listed and straightforward.
Others: In our opinion, this ad is a good ad because the message is clear and straight to the point. The unique selling proposition of the product is also emphasised in the ad.
by Tiffany Tan Pei Ling
There are some disadvantages of this ad.
ReplyDelete1. The ad looks a bit boring because it is black and white. they should put it in colour and it will gives people feel like the car is more powerful.
2. based on this ad, they are focused on the instalment to target young adults and low income customer. They should shows inside of the car, let customer knows more about the car. So it might will attract other people as well.
Edited by:
Chow Yee Chian