Automobile Marketing Strategy as Seen in Advertisement Keywords
Author: Ayako TANIGUCHI
http://iatss.or.jp/review/33-3/pdf/33-3-06.pdf
Now, all over the world, motorization has been progressed. Automobiles are very convenient. It would be one of a reason. But it is thought that there are other reasons. These are symbolic or emotional reasons. Symbolic means that some kinds of cars may represent owner’s power, or wealth. Emotional reason, some people feel it attractive or comfortable driving a car. People decide a way of move taking account of not only convenience but also these reasons. So car companies have been advertised emotional and symbolic. To the contrary, it was appeared that people choose a way of move taking account of only convenience when they choose public transportation.
It can be seen in sales copies that how the advertisement have been changed and different between car and public transportation advertisement.
About car advertisement, in 1960s main key words are mainly functionality. People may think of cars as just a way of move. But in 1970s the words that emphasized add value, for example beautiful, sharp and envy, appeared. We can see that cars that were getting more symbolic and emotional vehicle. In 1990s the words that means car’s functionality have descended. More casual and emotional words was increasing. And in 2000s a new kind of words appeared, environmental words. And cars have been vehicle that shows owners personality.
About different between cars and public transportation, advertisement of public transportation has a peculiarity. It does not appeal the attraction of move. It appeals the extraordinary event. For example the words, season, traveling, sea, chilly blossoms, memories and dream, are used frequently. It seems that railroad corporations are targeting the unusual plan. It does not promote using public transportation. It propose the purpose of use. This indirect way of advertising is seems very characteristic and interesting. I can say this is special point of public transportation.
About car advertisement, in 1960s main key words are mainly functionality. People may think of cars as just a way of move. But in 1970s the words that emphasized add value, for example beautiful, sharp and envy, appeared. We can see that cars that were getting more symbolic and emotional vehicle. In 1990s the words that means car’s functionality have descended. More casual and emotional words was increasing. And in 2000s a new kind of words appeared, environmental words. And cars have been vehicle that shows owners personality.
About different between cars and public transportation, advertisement of public transportation has a peculiarity. It does not appeal the attraction of move. It appeals the extraordinary event. For example the words, season, traveling, sea, chilly blossoms, memories and dream, are used frequently. It seems that railroad corporations are targeting the unusual plan. It does not promote using public transportation. It propose the purpose of use. This indirect way of advertising is seems very characteristic and interesting. I can say this is special point of public transportation.
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