Fowle's Magazine Advertisement

Off to the trails! Kawasaki Heavy Industries have been manufacturing motorcycles, Jet Skis, ATVs and heavy machinery vehicles since the late nineteen-sixties. They have long been known for producing good quality products, and Kawasaki attempts an appeal to the average outdoorsman in this magazine advertisement. The promise they make is alluring, but it is highly exaggerated. Speaking of the appeal to escape, Fowles writes, “Freedom is the pitch here, the freedom that every individual yearns for whenever life becomes too oppressive” (345). Four people are cozily packed into this nice all terrain four wheeler; the Kawasaki Mule Pro FXT. The terrain is cold with snow on the ground and the wheels are motoring through the wet muddy winter barraged forest. Everyone of the passengers are geared up for the cold and a bumpy ride through the woods (Kawasaki Mule). It gets the adventuring outdoorsman stirring in your imagination. An outdoorsman wants to go out and conquer the wilderness with this sweet ride. It appeals to the need to escape. About the appeal to achieve, Fowle states, “This is the drive that energizes people, encouraging them to strive in their lives and careers” (342). In large, bold letters beneath the roaring vehicle is written, “TRANSFORM THE WAY YOU
Instead of being laid off, however, on Monday they will become temporary employees of the city of Lincoln. But the workers will be paid by the Japan-based company.” In 1981 there were ten workers who were no longer needed on the payroll due to decreased sales. So, instead of laying them off, management brainstormed and discovered a way to keep them happily employed. The idea is that loyal and experienced workers save money for the company in the long run. When sales increased again, they could put them back on the assembly line.