1. Siobhan Curran
Advertising and techniques
Prof. Dowling
Ad File # 3
Due: October 15, 2012
Persuasive Techniques
When I was on YouTube, I came across this advertisement that I have seen
on theTV before (http://www.youtube.com/watch?v=41bK14gGSdY ). The
advertisement is of a 2012 Toyota Camry. It is called “The Crew (:06) – Toyota
Camry”. In the beginning of this TV advertisement you see four people walking
towards the car and as the camera gets closer to there faces. In the blink of an eye
you can tell that one of the people in this is Kelly Clarkson.
I chose this ad TV commercial as an example for Ad File 3 because, first of all,
my family has always had a Toyota brand car and they are very reliable. They are
not that expensive compared to others such as, jaguar, Mercedes Benz, Lexus etc.
and they run smooth on the road from what I have experienced. Another reason
why I have picked this commercial is because this company is using, persuasive
strategies to get the consumers to purchase the product by means of ethos,
testimonial and sex appeal.
This advertisement is using ethos by including a celebrity that is well known
around the world and this strategy convinces the consumers that if Kelly Clarkson
drives this car they may want it too, and the celebrity is giving the product more
credibility by promoting it. It also has a humorous part at the end that adds an

2. additional positive feeling for the consumer. This commercial shows testimonial, in
other ways, by giving each person in every screen shot has a few seconds of
spotlight along with using words to sell the product. There is also some sex appeal
shown by theirclothing, which demonstrates how appealing they can look if they
purchase this car.
The concept of this commercial is to treat the needs of each individual
customer with genuineness and provide details as to what they would want to
know about the new product. Toyota understands that customers have high
expectations and as car dealers. They love the challenge of meeting the consumers
expectations each and every time they have someone come in to look at their
products and show that their product will meet their excellence in what they are
looking for. The purpose of this commercial is to advertise their new Toyota Camry
2012 and the new Entune mobile technology. With this new technology, whether its
streaming radio, restaurant reservations, sports cars, or movie tickets, everything
you want to look for you can find in the newer model of the Camry. The audience
that this advertisement is directed towards is from the ages of 18 and older. I feel
like this car is suitable for anyone who likes newer models and updated technology.
The message that is being communicated to the consumers is that if you like
watching or listening to sports, loving going to the movies , eating out, jamming to
music, or staying singly connected to your smart phone, then the new Entune
technology reinvented in the new Toyota Camry has this and a lot more.