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Rhyan WhiteDr. Erin Dietel-McLaughlinMultimedia Writing and Rhetoric3 December 2012Visual EssayThis visual piece was meant to provide electric car advertisers and marketers with amarketing strategy that could compete with regular gasoline car advertisements. In our currentenvironmental crisis electric cars have become more popular in the automobile industry,however, they are not becoming well known with public. People know car brand names andmodels of cars such as the Toyota corolla or the Ford fusion, but people are not as familiar with
 brand names such as the Tesla Model S or SABA’s roadster.
For these companies becomingmore known to the public would increase consumers, but with the ordinary car driving on theroad commercial they would not impress many viewers. I suggest that these companies use anadvertisement spokesperson or spokes-animal such as the KIA soul to really attract the attentionof viewers.It is uncommon to see animals paired with cars, and especially electric cars, and I think 
that using the iconic man’s best friend would attract the most attention from viewers, but what
dog to choose? Upon surveying my favorite dogs I was surprised to see that the Dachshund andelectric cars had some things in common. Both the Dachshund and electric cars were engineeredfor specific purposes. Even though one was developed by genetic engineers and the other byautomotive engineers they both were designed with a plan in mind (Adamson 27).
 
With a dog selected the main purpose was to convince marketers that choosing theDachshund would be beneficial to their marketing strategies. Rhetorically marketers wouldbenefit from using Dachshunds because Dachshunds are among one of the most popular breedsin the US and featuring a popular dog on an ad for an electric car would allow the electric car toborrow the popularity of the dog to increase popularity and interest in their own product(Skarda). Also dogs are known to increase levels of oxytocin in humans (Nagasawa, Kazutaka,Takefumi).This hormone controls emotions that deal with bonding, love and trust (Higashida etal.). Connecting these emotions with electric cars make them more approachable and desirableand will create interest in the product.I figured that some people may argue that cats should be used in place of the dogs and theDachshund for advertisement, and that is a valid claim considering the number of cats owned aspets in the United States. According to the Human Society of the United States there are actually86.4 million cats owned in the US compared to 78.2 million dogs that are owned in the US (U.S.Pet Ownership Statistics). However upon surveying there were certain characteristics and traitsof cats that were used to describe them that would not reflect electric cars in a positive light. Forexample, one common trait was lazy/ laidback. A potential customer of an electric car would notwant to purchase a car that was advertised as being lazy. Therefore, using the Dachshunds withmore characteristics that complement the electric car is a better choice.The process proved to more difficult than I imagined. My initial idea was to physicalmake a commercial that I would like to see aired for electric cars featuring Dachshunds, butacquiring a Dachshund to use in my film was not easy, and would require cooperation with thedog that I could not have guaranteed. My next idea was to use video and pictures in aninformative film that would strike the same emotions that I hope the commercial would. Through
 
transitioning between electric cars and Dachshunds I hoped to show that making the connectionbetween Dachshunds and electric cars is not as obscure as some may think.
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