Primarily, as a means of communication, any typical company lets its clientele or consumer/customer base know about their products or services through advertising. In most cases, advertisements are messages paid for by the company with the intention to inform, persuade and influence people mostly the general public or targeted market base. In this advertisement, Toyota Company has presented its product, the Toyota FY Compact Hybrid with the aim to increase its sales. The Toyota car is displayed in somewhat exceptionally form. The car's image is strategically placed in the midst of a forest or wilderness. The scene has trees captured well in a green foliage background, an epitome of well preserved and cared for environment. One would arguably be convinced that the idea was to show or promote the preservation of the environment.
From the image on the advert presented, t he whole theme of the advert is the colorful car, beautiful nature and ecosystem. It is also notable that the car is painted in brightly coloration, illuminating reflection with capturing phrase ‘ Nature, Reinvented.’ In the same breath, the vehicle is placed on the green forested areas between trees and green background. The image itself is mind capturing and attractive to the intended recipient. This is mainly an implication of how the car is eco-friendly. Preceding from the same is the illumination from the sunlight that pierces through the forested scene to give the car that excellent attractive viewpoint, this also gives an implication of how the car is nature-friendly. On the other hand, it is noteworthy that the initial intention of the advert was to inform, communicate and influence the public about the new product but. However, in disguise there are also other gestures and signs being imparted simultaneously; the forest and the green foliage is an epitome of promoting environmental preservation, and the bright illumination is indeed to attract and identify the new model being presented.
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Barry Commoner once said, ‘Environmental pollution is an incurable disease. It can only be prevented…….’ (Yao et al. 2015). Practically, this quote makes a lot of sense; in this regard, such a quote has an impact both on the society and the world at large. The world today is experiencing challenges of global warming and environmental degradation caused by constant climatic changes that are caused by human activities. These activities include mechanization, industrializations and other activities that negatively impact the environment. Interestingly, human beings have chosen to ignore, majority participate in deforestation to pave the way for industrialization, and none is willing to perform neither reforestation nor forestation. In disguise, it is notable that several organizations pose themselves as agents of environmental preservation in other ways, such as advertisements. Majority of this adverts or on machines, autos, and other products, such adverts are created to appear as if they are promoting environmental conservation. Similarly, these are the circumstances that are being epitomized in the Toyota advert herein. There is more to be desired when such a car is advertised and marketed using the show set up, in the midst of the forest, green foliage and illuminating sun rays from above (Li, 2016). A closer look at the advert informs one that indeed the product is unequivocally acceptable by nature.
On analyzing the advert, it is clear that according to this advert the use of logos, ethos, and pathos was properly captured in the visualization and presentation to persuade the intended audience herein, especially to invoke their perception and to think towards the product, Toyota FT Compact Hybrid (Anitha, 2017). When one looks at this advertisement, first things to note, is the beautiful car, the healthy green foliage, forested scene and beautiful piercing of the sunrays amidst the forested trees. On the upper left side, there is the phrase ‘Nature Reinvented' which follows with the identification of the car model as ‘the all-new' product. The car itself is stylish with inimitable outer-look making the model distinguishable. This depicts the advantages of owning such a car and an indication that the car itself is eco-friendly. The scene itself is capturing, and according to Anitha (2017), human beings love spending time in natural places away from hustles and bustles of urban centers . This being the case, this car offers that capability, a thing that makes it marketable by presenting both natural visuals and people friendly connotations thus making it appealing to purchase. Interestingly, Logos are well played here, Toyota has used the rhetorical appeal of logic by presenting their product like that when you use this car, and the world environment is safe because of its eco-friendliness. On matters of Ethos Toyota captured the rhetorical appeal of credibility basing on their knowledge that they have been around for long and can only make new, reinvented and improved the product which their clientele can rely on. The pathos is also used in the advert through appeal to audience's emotions, Toyota is advertising that if one doesn't use their product that is eco-friendly, he/she will harm the world's environment negatively and worsen the situation of global warming. Considering this circumstance, it is discernible to note that indeed the advert makes one have a certain way of thinking towards the Toyota product.
Ostensibly and from the analysis above, it is evident that the targeted audience of this advert was not a narrow view, Toyota typically has worldwide reception and well-cut market niche that cannot be disputed. In this regard it is notable that this type of model was meant for the Toyota lovers and believers who love and believe in Toyota models, this is also covered the lower income earners, lower and medium customer car segment and the small family of father mother and few with one or two children. In the same breath, this also included the business buyers and consumer buyers indiscriminately. The family was a target here symbolically because of the car’s design and structure. Toyota has designed this model to accommodate at least four people; the idea of people describes a young family that is still adventuring.
In conclusions, it noteworthy that an idea of marketing and advertising is not always what the audience see it literary. It is also a skill that calls for artistic skills and the formidable and credible use of logos, pathos, and egos in an attempt to efficiently reach out to the targeted audience. Primarily, convincing people to purchase a car is an uphill task, from this advert, the use of phrases such as ‘ new’ and ‘reinvented’ plays a symbolic role. This is strategically used to enhance the customers thinking and ultimately convince them towards purchasing the car. Literary thinking, people love being associated with new things which encourages one's drive and urge towards purchasing. In the same breath, the use of hidden gestures and signs also played an important role in ensuring that the adverts' message has sunk into the targeted audience. Having said this, it is evident that the advert was a success primarily because of the use ethos, logos and pathos that were well intertwined with the use of symbolic and hidden signs/messages towards enticing and convinced the clientele.
Reference
Anitha, B. M. (2017). A Study on Customer Opinion and Expectations of Toyota Cars with Special Reference to Anaamalai’s Dealer, Coimbatore, Tamil Nadu. International Journal of Advanced Scientific Research & Development, 4 (1), 40-44.
Li, X. (2016). Environmental advertising in China and the USA: The desire to go green . Routledge.
Yao, C., Feng, K., & Hubacek, K. (2015). Driving forces of CO2 emissions in the G20 countries: An index decomposition analysis from 1971 to 2010. Ecological informatics, 26 , 93-100.
