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How does an ad for a Ford 150 embody power to a male audience, while an ad for a Mercedes- Benz C-Class Sport Sedan speaks volumes about power to a businessman?
The Ford ad uses colorful, rugged scenery to describe power. Both advertisements remind us of the creative images from Madison Avenue. The Ford ad uses physical images such as the Earth, while the Mercedes ad uses visual imagery; specifically, a lack of color. Strikingly, the Mercedes ad uses blurred black-and-white images to show power and speed.
The ad for the 2008 Ford F-150 consists of a main picture and terrain below this. The black truck is going up on the terrain which is very high. The truck seems to be coming up the rock itself. The truck is for a middle-class man who loves to be in the outdoors, in adventurous places. The sky is an orange yellowish color, as if the sun was going down. The truck is surrounded by big, brown cliffs.
The 2008 Ford F-150 can tow a maximum of 11,000 pounds. The available 5.4 L Triton V8 features two intake valves per cylinder which, combined with variable valve timing, tailor performance to engine speed and load. The truck also offers optional telescoping trailer tow mirrors, as well as an optional Reverse Camera System.
The black-and-white ad for the Mercedes-Benz shouts power. Instead of rugged power like the cliffs demonstrate for the Ford truck, stark black-and-white is used to make the Mercedes-Benz a strong picture. The Ford truck digs into the cliffs. The Mercedes hugs the road. Not only does the Mercedes ad show a very spacious car with four doors, but it shows a longer, lower and wider image which is accentuated by the lack of color in the photo.
The 2008 C-300 Sport Sedan offers a 6-speed short-throw manual transmission. The ad emphasizes that the car is precise. Black-and-white is precise. The power that the ad people want to show is described by precise and streamlined images which demonstrate a...