Visual Rhetoric Analysis The Automobile Industry

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VisualRhetoric Analysis: The Automobile Industry

Automobilemakers use ads to attract customers in various ways. Due to increasedcompetition in the industry, they have to be creative to attract moresales. Rhetoric concepts help the firms to reach particular people.Thepurpose of this paper is to analyze print adverts from differentautomakers and to point out how they have used the camera techniques,models and settings effectively to convince potential buyers.

TheLexus interactive print advert


Lexusused an interactive print ad in the Sports Illustrated ad by blendingfemale models in swimsuits into the background.The advertising agency seemingly had a difficult time mixing themcorrectly. They used body paint, contrasting light and shadow effectsto bring out the camouflage. When one scans a QR code on threedifferent locations of the ad, the models ‘come to life’ and do afew sways. The strategy mainly targets the male audience, which isthe target market albeit it may be inappropriate as it objectifieswomen.

TheVolkswagen Think Small Advert


TheVolkswagen “Think small” campaign of the 20thcentury used a camera technique to lure consumers into buying smallcars, which were not considered fashionable or luxurious at the time.The designer placed the small car and nothing else within a lot ofwhite space, which draws the reader’s attention only to the car.The user sees it differently, as an attractively designed machineoozing with class rather than the ugly foreign car that people hadregarded it.

TheDrunken Superheroes Volkswagen Ad


Volkswagenads feature superheroes (Superman, Wolverine, and The Hulk) that havegone on a night out had one too many and gotten into seriousaccidents.Today, many people know superheroes to be brave and brilliant. Theybarely make mistakes. The tagline of the ad is &quotdon`t let yourego drive you. If you drink, don`t drive.&quot (Lindsay Stein) Thisinteresting metaphor warns people of the false sense of invincibilitythey feel while drunk and go ahead to drive, putting their lives onthe line.

Lamborghini– a part of Italy


Lamborghiniuses setting in its ad to appeal to the consumers.Lamborghini is a supercar, whose buyers want more than just themachine when buying a car. The carmaker appeals appreciate this whenmaking this ad that does not even include a car. Lamborghini marketsthe culture and rich heritage of their brand. The inclusion of theancient architecture that is synonymous with Italy and the miniatureinscription of &quota part of Italy&quot and the fact that everycar is handmade in the country emphasizes on the said heritage. Thead is likely to resonate well with the exclusivity-seeking targetmarket.



Thead depicts Mercedes as a playfield, creating a setting thatemphasizes on its superior features.The tagline is “Mercedes-Benz Sprinter Van. Plenty of room”(Sandu). It is suitable for a family. Family cars need to be spaciousto accommodate everybody. The storage is resourceful, especially whengoing on family trips where people need to pack many things. Theadvert also illustrates the strength of the car`s body through thebrick wall. The reader can already imagine an extended service fromthe car based on its strength.



Thecar is in a rocky setting that seems difficult to drive on but hascovered most of the distance already.The tagline for the ad is “how far can you go” (Sandu). The rockyterrain represents obstacles that a motorist is likely to face alongthe way but reassures potential buyers that the jeep will surpass allthat.



Thead uses camera technique by showing an elephant getting into the carwith most of its body inside.The Chevrolet Suburban is a sturdy car that can handle heavy loads.It is also spacious. The target audience must be an adventurous lotsince the car is in a wild place.



Thecarmaker uses the power of setting to allude to customers.The main impression in this ad is that the Landrover defender cantransverse a complex landscape quickly. Its power of navigation meansthat it can go anywhere. The advert is likely to attract a marketdemographic of males.



Yetialso utilizes setting to speak to potential buyers.This ad targets people who would like to travel and becomeadventurous while still maintaining class and comfort. The tagline is“Yeti. Love it on the rocks” (Sandu). The icy setting is adifficult surface to drive on, but the car looks intact. The polarbears are iconic and are dangerous, but from inside the car, theywould be so intriguing to watch. While the car is tough enough tohandle a rocky terrain, it is gentle sufficiently to keep passengerssafe.



Fordcombines eye gaze and setting as the primary rhetoric strategies.The advert incorporates a logical appeal to convince buyers why thetruck is the best in the market. The letters are bold andconspicuous. The picture stands out well. Ford is drawing attentionto the economic engine, which burns less fuel. In the current economywhere fuel process is volatile, this is a factor to consider. Thetruck is also featured performing well under windy conditions and aslippery road. It can handle heavy loads even in rough conditions.The advertisement features the performance and convinces the readerswhy they need to buy it.


Hall,Justin. “ThinkSmall” Advertising Campaign,2014, 7 October 2016

LindsayStein – 6 Hours Ago. &quotAd Age Advertising Century: Top 100Campaigns.&quot AdvertisingAge Special Report The Advertising Century RSS.N.p., 2012. Web. 07 Oct. 2016.

McDonald,Marlon. TheseDrunk Driving Superhero Adverts Are a Stark Reminder of Humanity`sFiniteness, 2015, 7 October 2016

Nudd,Tim. LexusHides Swimsuit Models in Interactive `Sports Illustrated` Ad Scan acode, and they come to life.(2013). 7 October 2016

Sandu,Bogdan. A70 Creative Print Ads from the Automotive Industry.(2016). October 2016

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