How_to_Sell_Prestige

English 102-113 08 February 2007 How to sell prestige As the title in this ad for Cadillac suggest, driving or owning a Cadillac implies that the owner will be part of an elite group of people that are privileged, well-to-do, and admired in society. Over the years General motors corp. has displayed this recurrent theme in their advertising for Cadillac. “You will be looked upon as wealthy”, is one of the subliminal messages implied here. This tactic has been the corner stone of their campaign selling hundreds of thousands of Cadillac every year. This type of advertising strategy appeals to consumer’s subconscious desires. Jib Fowels in “Advertisings 15 Basic Appeals,” Writing and Reading Across the Curriculum, identifies 15 types of emotional appeals used by advertisers. In this Cadillac ad, two appeals become apparent on closer observation. These appeals are the need for affiliation and the need for prominence. Wanting to be in good company is a natural human trait. And affiliating with those of desirable qualities is part of our basic characteristic, according to Fowels. In our Cadillac advertisement, this appeal is built upon the background setting in which the car is parked. This is the front of an obviously expensive hotel, complete with bell hop service and well dressed patrons entering and exiting the building. The car is parked in front of this establishment (empty) signifying a valet service. The couple left of center page is in Black-tie apparel, suggesting affiliation in some “ritzy” affair. Their position (standing still) and facing the car could convey the idea that they are the owners of the car awaiting valet service. The couple ascending the stairs towards the front of the car are well dressed but appear to be only heading towards the entrance as guest. The gentleman towards the rear of the car handing the keys to our valet (the colored gentleman) also co notates an affluent establishment. Maybe he’s a businessman returning at the end of the day from a busy meeting. This car could be his. Together these attributes lead to feelings that this environment the car is in is well-to-do or wealthy. There can even be seen a woman with a stole on peering at the car from the lobby front glass! Affiliation with prestige is written all over this ad and General Motors uses this strategy wisely selling hundreds of thousands of Cadillac each year. In the smaller picture at left towards the bottom of the page is another affiliation the advertisers use to covey prestige with their product. In this picture the Cadillac is seen exiting the gates of an estate that strikingly resembles the White House in Washington, D.C. Now that’s affiliation with the top! 12 foot gates, circular driveway, and a well sculptured lawn only add to the allure that this driver knows important people and chooses to drive a Cadillac. This brings us to our second advertising appeal made use by GM and described by fowels; the need for prominence. Fowels described our need for prominence as a psychological need for admiration, respect and high social status. In our Cadillac ad the crest or coat of arms is paired with a necklace resembling royal jewelry. Shaping the jewels in a fashion similar to the chevron beneath the crest or coat of arms again alludes to similarity and further links the two symbols. Now, royalty or at least wealth is conveyed by the connection. In the main or larger picture featured we see the car gazed upon by all the women in the ad almost seductively. Even the woman in the lobby with the stole seems to be admiring the car. Male prominence has long been associated with automobiles and GM is fully aware of this. Maybe size mattered then. In 1954 (the year of this advertisement), Cadillac was a behemoth of a car compared to its competitors. Admiration from the ladies in this picture appealed to the male drivers of the time just as it does today. By the use of such a recurrent theme in their advertisements GM has successfully linked Cadillac’s emblem with prestige. In the United States, Cadillac is synonymous with “high quality”. And if you’re wondering how long they can keep this campaign strategy up year after year-easy, modify it to the next generation. Today’s Cadillac slogan “Life, Liberty and the Pursuit”, again alludes to prestige, borrowing its words straight from the United States Declaration of Independence.