Essay on Advertising in the Automotive Industry - 1511 Words

The Automotive Media: Last Bastion of Sanity in the World of Political Correctness Welcome to the automotive world, the last holdout in the battle against political correctness. This is one of the few places left where one can make a statement about women and men and not be assaulted with court cases or be accused of being a bigot. In the automotive media, it is still acceptable to represent men in business suits driving luxury vehicles, and to show mothers driving their kids in a minivan. There is one simple reason that the automotive media has remained unadulterated by political correctness—money. As a private industry, both car manufacturers and aftermarket companies have one goal, to sell cars and car related products, and to make†¦show more content†¦This ad shows us the more traditional view of the male as a powerful businessman, and one who is always in control. This advertisement for Volvo was also featured in the September 2006 issue of Car and Driver. This image varies significantly from the Jaguar ad. It depicts a woman driving a car wi th two male passengers. However, despite the more modern view of women, this ad has undertones which reveal much about the differences in the way men and women think. For years, Volvo has been has set the bar for automotive safety. In general this tends to appeal more to female audiences. For most men safety is rather low on their list of considerations when purchasing a vehicle. Quite the opposite is true for women; safety is of top concern. This ad initially looks progressive and PC, but when one considers brand history and who the ad actually targets, it becomes evident that Volvo recognizes that women are more safety oriented than men, and as such are a more appropriate market for their vehicles. This violates the foremost assumption of PC—that men and women viewed in the same way. When more research into Volvo’s marketing techniques is done, even more can be learned about the company’s target audience and the methods used to reach them. In 2004, Volvo unvei led a concept known as the Volvo YCC. This car was different from the beginning—it was to be the first car designed by women, for women. The design team consisted of around 100Show MoreRelatedThe Models Of The Automotive Industry1481 Words   |  6 Pagesgeneral of a concept the automotive industry is, as time goes, anybody will start to observe the different car platforms and consumer markets that emerge from the growing industry. One of such platforms created was the â€Å"Pony Car† platform, or more colloquially know as just the 2 door sports car platform. And with this new brand of car came a new brand advertising as well as consumer. 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