Today, I plan to solely concentrate on one of the five promotional mix strategies- advertising. Volvo has designed a very clever advertisement in which I think the North American demographic can really relate to. This illustration has many layers and I am going to try and break it down into to what I think Volvo is trying to communicate:
- The floor plans resemble a consumer in the middle class. I say that, because the house appears relatively small, but comfortable for a new family and presumably a middle income family.
- Clearly everyone can observe the car labelled as “living room.” I’d like to elaborate a little more. Volvo gets us thinking that yes, we do spend quite a lot of time on the road- as vehicles are our main mode of transportation. It makes practical sense to have a comfortable vehicle if you are spending “almost as much time in our cars as we do in our living rooms” stated in the description above in the advertisement.
- An investment in a car can be a big decision, and to some, the second biggest decision after purchasing a home. The title “Volvo for life” really symbolizes that committing with their mini vans; you’ll get a lot of value out of them, almost as much as your living room in your home.
Recently in one of our past lectures, we were taught that brand = trust. Volvo has most certainly earned the trust of their consumers, allowing them to afford to go along with this print campaign that could be confusing to some consumers at first, but effective nonetheless to their loyal Volvo fans.
____
URL Used: http://d-lists.co.uk/2011/02/24/30-innovative-print-ads/
