Gasoline Motor Oil Which is more important Essay

This essay has a total of 1046 words and 5 pages.

Gasoline Motor Oil Which is more important



Gasoline, Motor Oil: Which is more important?

Any driver will testify that they want to feel safe in their cars, motor oil and gasoline
advertisers argue that each product is important to the driver while striving to
accomplish the goal of making this feeling a reality. With drivers being put through more
and more rigorous conditions on this nations roads and highways, how could anyone not want
to feel safe in their cars? Travel by automobile has become increasingly viewed as one of
the safest modes of travel. Automobile travel has continued to increase - a testament to
its growing status as the leading mode of travel within the U.S. Gasoline and motor oil
advertisers have sharply tuned in to this trend. The advertisers must decide on how to use
the statistics to their advantage. They need to decide what types of people they want to
target with their ads - the old? young? male? female? - and what values and desires this
group may share. Two uniquely different targets are apparent in recent newspaper ads for
Amoco Ultimate gasoline and Quaker State motor oil.


The ad for Amoco Ultimate gasoline consists of a picture of the Grand Canyon with the
Amoco Ultimate sponsored race car heading right for the cliff. The main picture of the
Grand Canyon shows the wide gaping gorge with a beautifully colored sky overhead. With
dust flying behind it, the race car appears to be speeding towards the cliff. The car is
painted red, white and blue. The advertisers have typed "ultimate car", with the word
ultimate bold faced, in the upper left hand corner of the page with a line drawn to the
car. Underneath the photo is the slogan " You expect more from a leader. And you get it."


The ad for Quaker State motor oil shows a bottle of motor oil with the word Re-Formulated
stamped in red across the top of the bottle. The word Quaker State - stamped in big bold
White lettering - lies on the middle of the bottle. A picture of a mid-size car, possibly
a Ford Taurus, is underneath the Quaker State lettering. Typed in yellow are the words
"for protection beyond 3000 miles" and followed in white by the phrase "Under any driving
conditions". Typed below the bottle in big black letters is " This doesn't mean missing
your 3000 mile oil change is okay. It just means you'll still have a car to abuse
tomorrow." The word "this" is circled in red and an arrow is drawn to the phrase typed in
yellow on the bottle. There is an odometer in the bottom left hand corner rolling over
from 3000 to 3001. Written in the bottom right hand corner are the words sensible
technology.


What is the target audience for these two ads? What characteristics might someone find
appealing about these ads? Clearly the Amoco Ultimate ad is aimed at the younger, faster,
wreck less driver, especially the racing fan. As NASCAR (National Association for Stock
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