Analysis of an Xterra Advertisement

Analysis of an Xterra Advertisement

With red letters one and a half inches tall, this advertisement screams “Couch for sale.” In this advertisement, the advertisers want the consumer to sell their couch. It is an automobile they are trying to sell me. Why would I need to get rid of the furniture in my house? In smaller white text across the bottom of the two pages, the ad goes on to explain that the only enemy of the Nissan Xterra sports utility vehicle is the “fluffy cushions” of a sofa. How could an automobile maker get consumers to believe that two inanimate objects are natural enemies? Moreover, is that really what Nissan wants consumers to believe so consumers will buy the Xterra truck?

This advertisement is in the October, 2000 Backpacker magazine and takes up two full pages. The advertisement is for the new Nissan Xterra sport utility vehicle. This advertisement consists of four colors red, black, silver and white. Red is used for most of the words in the advertisement. The red text is used to describe how this product can improve the consumer’s way of life, and some of the features the Xterra has. The white text is meant to tell the consumer the draw back of the Xterra. The only draw back the advertisement lists is a couch. So the consumer’s eyes are not distracted, black is used as the background color. Silver is the color of the Xterra.

The only text in the advertisement that is easy to read is “Couch for Sale, which is on the left hand page, and Nissan Xterra which is in the lower right corner of the second page. Along with the black background, all of the pictures are also dark. The pictures have fog or some kind of mystical looking clouds in them. Also, all of the people in the pictures are dressed in dark clothing. All of the lighting appears to be natural; it is just that the pictures were taken on gloomy days and in the wilderness. The overall appearance of the advertisement is dark. The choice of colors and the way the pictures appear give the advertisement a look of danger. For instance, the way the trees are blurred as the Xterra speeds down the dirt road.

The large picture of the Xterra shows the truck zooming down a dirt road on its way to another adventure. In this advertisement, the color silver has been chosen for the Xterra. So, I wonder why Nissan picked boring silver instead of bright yellow?...

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...and seek an adventure is the true enemy of the Xterra.

There is no prejudice in marketing. Companies will market to anyone as long as it can make the company money. Moreover, advertisers will stop at nothing as long as their tactics get consumers to by their product. For instance, Camel cigarettes used a cartoon camel named “Joe Cool” as a marketing ploy. Cartoons appeal mostly to children. With this advertisement, the advertiser uses both reverse psychology and guilt. The reverse psychology is blaming the couch instead of coming right out and saying the consumer is lazy. The guilt comes into play when the consumer becomes aware of the fact that they may be lazy.

However regardless of who or what is causing the problem, if a person is going to buy a sports utility vehicle, make it the Nissan Xterra. Nothing can stop the Nissan Xterra. This is no “wimpy” truck advertisement. This advertisement is for the new Nissan Xterra sports utility vehicle! Mud, rivers, mountains, trees, sub-zero temperatures or blizzard conditions, there is no limit to what this truck can stand. Get off your butt, get off your couch and do something is what this advertisement is screaming.