Text Analysis
The three advertisements I have chosen come from the Australian newspapers issued on April, 2004. These three slogans are currently used in advertisements for automobiles:
"Oh what a feeling!" (Toyota)
"Move your mind" (Saab)
"The Relentless Pursuit of Perfection" (Lexus)
These three slogans combine with picture used, the position of different parts of the advertisement and color designed is make the differences in qualities of the car and to the choices of the audience.
In the Toyota advertisement, the Prado stands on the mountain of bristling rocks and behinds it are mountains. This indicates to the readers that this type of car is tough and would run pass through all obstacles on road. If costumers drive this car, it will take them to the destination that they like, despite all the difficulties on the ground "Won't break the bank. (Unless you drive it)". Colors of the car match with colors of mountains and rocks illustrate the relationship with nature and it gives sense of liberation from city's environment.
Lexus LS400
1997 SAAB 9-5
Saab Sonett I"Oh what a feeling" could be intended to give customers a good feeling about decisions to buy a Toyota. The slogan is humble; it does not over commit the brand and the slogan itself is not clear in meaning and open to interpretation. The slogans also suggest that Toyota intended to give consumers the gentle and comfortable feeling as looks and utility of it. It can be feeling of happiness and satisfy when consumers chose Toyota as reasonable and economic car for driving.
There are five different pictures of the Saab in the advertisement. In the main picture, the Saab is seen slightly from the front and background colors are the same; darks green and grey. The background scene is blurred, the car wheels are...