Week 8: Built Ford Tough

I chose to create a spoof of the Ford truck ad which I analyzed that was found in the latest issue of "ESPN the Magazine." (analysis below) Ford, with their motto, "Built Ford Tough," tries to play on gender roles, showcasing the kind of tough truck that a man's man would want to drive. These ads try to be representative of Ford trucks alleged strength and power over the competition. My message is a play on the concept of what a man's man is, and what he wants his truck to be. Instead of the authorizing, hard working, boat pulling truck owner, maybe a real "man's man" is the couch sitting, hoops watching, beer guzzling, grocery store runner.

This type of ad would be found in magazines oriented around 18-40 year old males. Since sports, car, and girlie magazines always advertise two things; cars/trucks and beer, obviously, a real man's man is going to want a truck that can handle his love of alcohol. The "Best In Class PartyLoad" is a play on words of Ford's always toutable "Best In Class Payload." (I used the "skunky" line and the Molson's beer as kind of an inside joke referring back to the Joe Canada commercial...not really relevant, but I thought it was funny.)


Ad Analysis

The ad I chose to analyze was a two-page spread for Ford Trucks on the inside front cover and first page of the latest "ESPN the Magazine". Since ESPN the Magazine is an oversized publication, the ad is very large, and is also the first thing you see when you open it up. However, despite the size of the ad, it lacks a lot of specific detail. In fact, the only image spreading the two oversized pages is a speed bump on a road that has been crushed over by tires, leaving only tracks and a crumbled impression through either side of the bump. The bottom right of the ad has the words, "BEST IN CLASS PAYLOAD. 2006 FORD SUPER DUTY" the web address, fordvehicles.com, and the logo "Built Ford Tough."

If you were to look at this ad critically, you might think that it is strange that the product that is being advertised isn't even in the ad. Traditionally, one might think that it would be hard to sell a product that isn't described or even shown in its advertisement. In today's ad world; however, the play on emotion, gender roles, and sexuality can have a far bigger influence than a bunch of boring details, specs, and even pictures of the product itself. One reason this type of advertising is possible amongst the current generation of consumers is the advent of the internet. Those who want detailed information on a product are directed to its website, where they can find almost anything they want to find.

In this ad, the crushed concrete represents the strength of Ford's Super Duty trucks. Ford is trying to portray an image consistent with their motto, "Built Ford Tough." They are marketing to the "man's man." It's target audience is the sports loving, beer drinking, dude who is made to think he needs an oversized tough truck that can pull his imaginary 30 foot fishing boat, or haul a load of bricks or scrap metal...just in case he might need to do it one day. This demographic is usually the 18 to 45 year old male. These types of ads target this group by showing up in sports, car, and girlie magazines.

Now don't get me wrong, there is a demographic that needs a truck like this, namely, the rural farmer. Having grown up on a farm and seen the abuse that vehicles are put through on a daily basis, you really do need a tough truck. My dad actually owned a Ford F-250 which he really did use to haul scrap metal and pull his horse trailer. However, Ford knows that for the most part, it has its share of those drivers. I mean, besides Chevy or Dodge, the farmers don't really have another choice, now do they? So, Ford then spends their time trying to convince the 18-40 year old city dweller that they need a truck like this to show that they are a man.

This ad and ones similar to it invite men to believe that their truck is an extension of their masculinity. I mean, comewouldn't real man's man wouldn't be caught dead driving a mini-van, would he? Of course not. So no matter how much gas the Ford F-millimpracticalles, and how unpractical it is to drivedoesn'tnd Minneapolis, it doesn't matter because it can crush speed bumps, and that means you are the man....damnit.