This website uses cookies to ensure you have the best experience. Learn more

Toyota's Prius Advertisement Campaign Essay

889 words - 4 pages

Upon the launch of the advertisement campaign for the Prius, Toyota has often painted a grossly inaccurate depiction of the effects of its vehicles. Often the suggestion of a “do-no-wrong” or “I-love-the-environment-more-than-you” feeling is conveyed. Eventually, someone got fed up with the stereotypical image Toyota created and launched their own advertisement, favoring to use body-dumpers instead of environmentally conscience individuals as model drivers. Indeed the Prius is a revolutionary vehicle, it’s gas-mileage and low-emissions have made tremendous positive impacts on both the environment and consumer’s wallets, but it seems Toyota may be getting a little ahead of itself.
Many of us understand that if we hear or see something that’s too good to be true, it logically can’t be. Driving a Prius doesn’t forgive our transgressions against mother nature or even towards other people, and by appealing to logos the author successfully challenges Toyota’s claims that seem to say otherwise. Also, although not all of us carry the skeletons of murder in our closet, nor do we live in a world where light and dark are separated from each other by a vehicle, the pictures suggestions are no more inflated than a Toyota commercial’s sales pitch. Exaggeration and pathos are skillfully employed to draw attention to the author’s conflicting view of the Prius, once again effectively contesting Toyota’s assurances. The Prius offers many benefits for both the public world and a consumer’s private life, but simultaneously does not offer a free “get-out-of-jail” card for poor choices.
Lumia 2
The cliché conflict between light and dark that has been employed in countless literary and visual masterpieces is once again selected to aid the condemnation of Toyota’s inflated advertisements. The picture employs the Prius as a shield of sorts protecting the driver from the impermeable haze of his wrongdoing as he dumps the body into the pristine lake. His shady behavior is essentially canceled out by the hybrid, further enforcing the exaggeration of the vehicle’s effectiveness as a sin-absolving agent. The author also seems to craftily slip in a subliminal message connected to the supposed environmental impact the Prius consistently boasts. While the majority of the picture is of the utmost crisp and clean quality of the purest outdoor area the one area that appears spoiled and rotten is being held back by the Prius’ shield. The faceless carcass in the ad will eventually begin to decay and sour the lake, ruining the symbiosis of the ecosystem, and robbing the area of a viable natural resource, but the man’s hybrid holds its ground to ensure no haze infiltrates the serene scene; after all, it’s the car’s duty to protect the man’s reputation, and live up to the bloated image Toyota created. While the...

Find Another Essay On Toyota's Prius Advertisement Campaign

PR Campaign Essay

5138 words - 21 pages seconds; sounds good for 1905, however technology has evolved since 1905 ( There were other types of hybrid vehicles that were developed but it wasn't until 1997 that Toyota's Prius went on sale in Japan (Toyota History). The Prius was the world's first volume production hybrid vehicle (Toyota History). The Prius is now sold in 20 countries and total over 110,000 units.In 2004, Toyota is now offering the newest model of the Prius. The

Battle of the brands:Honda Accord vs. Toyota Camry - marrket analysis', strategies, a critique, and results of the autos

1382 words - 6 pages best value for their money, building a safe, reliable, innovative, and high-performance automobile for a reasonable price. Television, newspaper, and magazine advertisements for the Accord are geared towards families and adults between the ages of 25 and 60. They focus on the Accord's features, styling, and quality, all for a great price. Honda's most recent advertisement campaign slogan, "the power of dreams," highlights the automaker's commitment

Toyota Marketing Strategies

2021 words - 8 pages control of the emerging SUV hybrid market. Toyota has been very successful with Hybrids since the release of the Toyota Prius. Now they have the chance to do something revolutionary. Control the entire market segment for Hybrid vehicles. With this campaign, they will not only will Toyota be able to spread the word on the safety, efficiency and economic effectiveness of the hybrid market, but they will be able to show the world what makes

How Green Advertisement Works

2381 words - 10 pages advertisements aired. A percentage of advertisement revenue from specific companies went to environment causes, in exchange a logo and the word “EcoAd” was added to the aired advertisement. No screening of the products shown to validate actual eco-friendly evidence was looked at, so anyone not aware of the campaign would think the company was environmentally friendly even if the company was not (Fienstein, 2013). Deceit even if accidental leads to

Marketing Plan - Toyota Motors Corporation India

3094 words - 12 pages weakening of Rupee. Toyota is boosting its production as plans to hike the production capacity of its Etios series models by 75%. Toyota Kirloskar Motor has launched its Waku Doki Q Service Campaign from July 16- September 15, 2012. The campaign provides free check-ups and custom offers on Toyota cars across Toyota dealerships in the country. 2. Situation Analysis 2.1 Market Summary 2.1.1

When the Bubble Burst

1539 words - 6 pages By the time I arrived state side from my second tour in the Middle East the housing bubble had already burst. I noticed a drastic change in the way that many of my friends and family were living. Several of my friends that worked in real estate had sold their boats and seconds houses. My own stock portfolio had lost a third of its value. My sister and her husband had defaulted on their home mortgage leaving them scrambling for a place to live. I

phase diagram

4456 words - 18 pages Introduction: Chemical equilibrium is a crucial topic in Chemistry. To represent and model equilibrium, the thermodynamic concept of Free energy is usually used. For a multi-component system the Gibbs free energy is a function of Pressure, Temperature and quantity (mass, moles) of each component. If one of these parameters is changed, a state change to a more energetically favorable state will occur. This state has the lowest free energy

Revolutionary Work of Art

1890 words - 8 pages Walter Benjamin emphasizes in his essay, “The Work of Art in the Age of its Technological Reproducibility” that technology used to make an artwork has changed the way it was received, and its “aura”. Aura represents the originality and authenticity of a work of art that has not been reproduced. The Sistine Chapel in the Vatican is an example of a work that has been and truly a beacon of art. It has brought a benefit and enlightenment to the art

Enlightenment Thought in New Zealand Schools

1594 words - 6 pages In this essay I will be looking at how the political and intellectual ideas of the enlightenment have shaped New Zealand Education. I will also be discussing the perennial tension of local control versus central control of education, and how this has been affected by the political and intellectual ideas of the enlightenment. The enlightenment was an intellectual movement, which beginnings of were marked by the Glorious Revolution in Britain

Psychological Egoism Theory

2240 words - 9 pages The theory of psychological egoism is indeed plausible. The meaning of plausible in the context of this paper refers to the validity or the conceivability of the theory in question, to explain the nature and motivation of human behavior (Hinman, 2007). Human actions are motivated by the satisfaction obtained after completing a task that they are involved in. For example, Mother Teresa was satisfied by her benevolent actions and

How Celtic Folkore has Influenced My Family

1587 words - 6 pages Every family has a unique background that influences the way they live and interact with other people. My parents, who emigrated from Ireland to the States with my three brothers in 1989, brought over their own Celtic folklore and traditions that have helped shaped the way our family operates and lives. One aspect of folklore that has helped shape my family dynamic is the Celtic cross—both its background and what role it has played in our lives

Similar Essays

Toyota's Prius Case Study

3915 words - 16 pages 1 Abstract The unpredictable success of Toyota in introducing its Hybrid car, PRIUS, made it a good example and a very important case to study by marketers and managements. In this paper we try to spot a light on all, micro and macro, environmental factors surround the introduction of the PRIUS in U.S market. We try to analyze the marketing strategies taken by Toyota's marketing managers to lead the market of Hybrids in the U.S and to dominate

Marketing Communication Brief: Toyota Prius 2004 2005 Plan [Draft Version]

9549 words - 38 pages and new technology. By totally new, we meant that the campaign should be different to the conventional car advertisement. This is the case because we believe that the conventional ways are not suitable for Prius, which have different attributes compare to all other car models. Therefore, the major approach is not to maintain or restore the relevancy for the old ads (e.g. Toyota Chicken and the slogan "Oh! What a feeling, Toyota!"), but to build up

Advantages Of The Toyota Hybrid Electric Vehicles Over The Other Car Manufacturing Companies

2792 words - 11 pages such as Yaris, Vios, Corolla Altis, Camry, Wish Aero Tourer, Picnic, Previa, Rav4, Fortuner, Hilux and etc exist in Toyota.Prius is one of the sub-brands that has the attribute of its parent positioning USP; i.e., in quality, safety and performance. In addition, it has a promise of a cleaner environment and has used the 'Hybrid Synergy Drive' to communicate the Toyota's technology behind the hybrid vehicles.Launching Prius as a brand in Hybrid

Marketing Management At Toyota Essay

8951 words - 36 pages marketing before the launch of new models. Toyota organised a direct marketing campaign before the launch of Prius to inform the public about the car. In order to reduce the advertising costs electronic direct marketing has been gaining importance. Toyota's head of marketing communications, Peter Evans, announced in 2006 that Toyota would be increasing target budgets for direct marketing expenditures by 7 times in the coming years and would be using