Compare And Contrast Ford And Cadillac Advertisements

Advertisements are used as ways to attract audiences to an array of products. Advertisers use them to sell many of the same product but in a way so that they appeal to many different audiences by connecting with them on some level. In order to make these connections they must identify their target audience and use what they know about their already existing cultural values, norms, and interests. In the Ford and Cadillac commercials they are both attempting to sell to two different types of audiences but ultimately in order to achieve the same goal. To sell their product. Cadillac does so in a way that appeals to the upper middle class or those who aspire to live in such a way, to those that seek success and believe you must work hard to be …show more content…
The first being that they place the main character in a setting that simply gives one an overall feel of “money”. For instance, there are many aspects of the man’s home that do not appear in the average home, such as its elaborate and modern structure, urbane décor, its location or surrounding landscape, the large open rooms with windows large enough to cover entire walls, and most importantly the most likely customized pool located in the large back yard. All of these things represent the lifestyle that many have sought after and Cadillac wants to express that with enough hard work, a little luck, and believing, one could have a life such as this and do not forget the car to …show more content…
They do not try to associate their product with a higher class but rather a more affordable life style. In the ad when the main character’s home is finally shown, not much of it is explored. A narrow hallways where three doors are visible but there is no way to look any further into them, the refrigerator is also visible in this shot and almost ejecting into the hallway, and when the camera is taken outside of the home there is no visible front yard; only a white parking garage. All this makes her home out to be an apartment home, truly exemplifying the more affordable life style. This way of life that Ford is associating themselves with is one that is more relatable for most but not really desired. However, Ford was not trying to have this lifestyle feel desirable or associate their ad with ideas of luxury. The more affordable lifestyle coinciding with the notion of hard work can instill a sense of pride in people that live this way. Even the style of the car does not scream luxury but rather affordability. And people that live to work hard than for stuff seek a car that is affordable. Another way that the Ford ad adheres to a more affordable lifestyle in comparison to the Cadillac ad is also in the character choices and the actions taking place in the commercial. The star of the ad is an African American woman. With no other characters shown in her home it is safe to assume that she lives alone