Market Strategies

Gustavo Linares
September 10, 2010.
W131 Writing Project #1

Market Strategies

Advertisers use different rhetorical thinking methods depending on audience, purpose and genre. Not everyone has the same values and assumptions, so the advertisers should structure and regulate the ads in order to fit their audience, purpose and genre. Moreover, each one of the ads is center on differenttarget audiences because the readers see a connection between the ad and their way of life. Therefore, the advertisers should use the rhetorical strategies (including angle of vision) in order to get different audiences attention in the similar product.

An add for Toyota cars in the September 2010 issue of Family Circle magazine shows on the left half of the page a photograph of a young white, blueeyed, worried, blonde mother holding between her arms her tiny, white, blue eyed, yellow haired, worried baby boy. In the background of the photo is a line drawing of an engine in pieces. In the upper left corner is a red sign of Toyota. And in the right upper half of the page is a group of letter describing safety systems and informing, “everyone needs to be safe” (Toyota.com/safety).

The adfor Volkswagen in the June 5, 2010 issue of The Economist magazine shows an ad divided into two sections. The upper section of the ad that consist of a photograph of a classy and shinning 2010 Volkswagen 4- door Sedan CC car located in the middle of a dark all-blue flat background, and a white outstanding message saying: “this car is missing a seat” (Volkswagen). In the lower part of the ad is atext describing how luxury and comfortable this car is to people.

The ad for Toyota cars appeared in Family Circle magazine, which is a prestigious family service magazine that offers different advices to moms and their family. This Toyota Ad shows a young worried American women holding her baby boy between her arms, because this magazine clearly targets parents, more specifically concernedmothers as I mentioned before in the description of the women, which according to www.familycircle.com are the principal shoppers of this magazine who cares for their children’s health and the best for their families’ life. These specific audiences are the Belongers consumers, which are “middle-class young parents that believe in family values and buy products associated with Mom” (Ramage, Bean, andJohnson, p. 304). In fact this information can be supported with evidence such as Food products, Make-up Products, Healthy News, fashion tips and others, which are the products that mothers and families look for in a magazine.

The ad for Volkswagen cars appeared in The Economist magazine, which is an important political, business and economic magazine that offers different opinions andanalysis about these related materials. This magazine targets mostly old rich men that care about their status and wealth, which are the Achievers consumers that are the people who “have reached the top in a competitive environment, and buy to show off their status” (Ramage, Bean, and Johnson, p. 305). In fact these details can be supported with the information that the magazine writes for business,political and financial makers such as bank advertisements, jewelry advertisements, expensive airlines advertisements and others. Proving what the magazine focus on and what kind of audience they are trying to reach.

To catch different audiences attention, the advertisers use some rhetorical strategies. The first strategy used by both ads is logos. In the Ad for Volkswagen cars appeared in TheEconomist magazine, the advertisers uses logos by presenting a car with no drivers around and a phrase that says “this car is missing a seat”, which is a sophisticated method to get audience attention only in the car and to persuade the people to continue reading the article. The target audience for this ad is riches men interested in exclusiveness. Logos would appeal to men who read the Economist...