TOW #14: Subaru Car Advertisement (Visual Text)

     Car commercials are one of the most popular kinds of advertisements found on the TV, internet, and in magazines. While some of these commercials appeal to audiences through the use of "cool" images—the car racing down curvy mountainside roads, being driven by tough, masculine men, or sometimes even flying through the air, they are missing one important factor in a person's decision to buy a car: the car's overall worth. The car company Subaru effectively achieves the purpose of demonstrating why people should buy its car in its commercial through its use of facts and juxtaposition.
     This advertisement is found on many car dealership websites, so its audience is made up of people who are looking for cars to buy. Subaru takes advantage of this by first of all stating, "Well done to Audi and BMW for winning the beauty contest. From the winner of the 2006 International Engine of the Year." This ad juxtaposes luxurious car companies like Audi and BMW to the more casual Subaru—beauty versus brawn. Juxtaposition effectively helps Subaru in its pursuit of finding more consumers because it reminds those consumers that value is more important than looks and it guarantees them that they will get more bang for their buck. This ad additionally employs the fact that Subaru won the title of the 2006 International Engine of the Year, which appeals to both the audience's ethos and logos. It establishes credibility because the company was awarded this title by car professionals who know what they are talking about, and it once again stresses the importance of a good engine over the importance of how the car looks. Subaru overall effectively achieved its purpose of demonstrating why people should buy its car by evaluating the importance of how well the car runs as opposed to what the car looks like and by stating that it won the title of the 2006 International Engine of the Year.