The exasperated voice of the ’90s consumer is turning up in commercials for brands and companies from McDonald’s to auto dealerships. It’s the voice of someone who no longer wants to pay for image-building intangibles, who just wants a good product for not too much money.
One of the best examples is the new round of Subaru spots by Wieden & Kennedy, the Portland ad agency that proved with its Nike ads it can detect the pulse of the consumer even in the thick of a lingering recession.
“Don’t tell me about wood paneling, about winning the respect of my neighbors. They’re my neighbors. They’re not my heroes,” grates narrator Mark Fenske’s relentless voice in one spot.
“I don’t want a new car every few years. I want to save money. I want to have money. Tell me. Give me the facts,” he says in a Subaru Legacy sedan spot.
And later: “Stop talking new. Stop talking shiny. Start talking sense. Tell me.”
Who knows whether these lines will sell Subarus? That’s up to Fuji, the company that makes Subaru cars. If the cars live up to the promises of hardy practicality, if the sales people and the dealerships live up to the informative, fact-based image the ads create, then they will.
If they can sell cars by saying what the consumer wants to hear, these ads will do it.
Ad agencies, at least, are hearing the anguish of consumers who believe they have less money to spend and who no longer enjoy paying top dollar for anything just to look prosperous or hip.
【Snob appeal?】相关文章:
★ 美容英语口语
★ 《新概念英语》作者L. G. ALEXANDER谈口语学习
★ 小学英语Unit1 We visited lots of places教学设计
最新
2020-09-15
2020-08-28
2020-08-21
2020-08-19
2020-08-14
2020-08-12