Lexus Ad Analysis Essay

Lexus Ad Analysis The advertisement that I chose is for the new Lexus LS F sports car. The ad shows a car in the middle of the picture with an attractive man and woman standing on each side of the car. A dark and dimmed glass room with shadowy figures in the background gives the impression of a club or theater at night. The words “memorable performance” is largely displayed at the bottom of the advertisement. This advertisement mainly attracts men because it portrays a man driving around with an attractive woman. By using an intriguing picture, a dark background, and bold words, this ad illustrates a message that if men drive this Lexus, they are more likely to live a glamorous life. By using an intriguing picture, the ad draws the attention
of the consumer to the models in the picture. The attractive couple used in the ad intrigue the targeted market with their high lifestyle as consumers strive to be more like them. The man and the woman are leaving a nightclub while being portrayed as the stars of a performance. By drawing the consumer’s attention to the characters, the ad highlights the man and woman. The ad appeals to the desired for a luxurious lifestyle and by purchasing this car, the consumer want to be just like the models. By portraying the man and the woman as stars, the ad wants the consumer to strive to be like the man and the woman. Besides an intriguing background, the ad also applies an affective color scheme. The dark colors allow the consumers to focus on the people and the car. The ad wants the car and the couple to be the center of attention, and the background focuses on those ideas. If the colors were flamboyant, then it would distract the consumer and it would not achieve the purpose of this picture. The lighting of the picture displays the two people and the car as the stars of the show. It is as if they are performing with the car because both them and the car are spotlighted. The ad insinuates that the consumer will be the center of attention if they purchase this car. The color scheme forces the consumer to think they will be celebrities if they own this car. The last strategy that the ad uses is text.
Bold and large words of “memorable performance” help the consumer to understand the picture better. The bolded words at the bottom of the page are used to draw the consumer’s eyes to the most important words. The words are there to help the consumer understand what the ad is trying to say. The slogan in the ad portrays that the world is a stage and the couple with the car are the stars of the show. The ad illustrates the couple to be stars because most consumers idolize celebrities. The words “memorable performance” relates the idea of the consumer being stars and the cars overall performance. By relating these two ideas, it shows that the consumer and the car will be connected. This text applies to the strong physical performance of the car. Not only the large words captivate the consumer’s attention but also the facts about the car indicates this car’s performance is extraordinary. By using this marketing tool of connected two ideas, it illustrates that consumers will associate the attributes of the car to them as well. The advertisement uses an intriguing picture, a dark background, and bolded words to draw the consumer to purchase the car. The use of these strategies conveyed the message that if people buy this car they will be stars of their world. The Lexus Company displayed their new car well and the ad is compelling enough to make consumers purchase this
car.