Jane: This one feels even more confused about their demographic than the others, with ads all about ruggedness, ads about individuality, and ads about safety.

• jeep liberty limited edition, tagline ‘relax’ showing devolution of footwear. This is the equivalent to one of the ads from the men’s magazines(??), and again, is aimed at those who are spending most of their time civilized but want to think back to or recapture the days when they could hang out at the beach/mountains/etc.
• Toyota corolla, tagline ‘today’s agenda: no agenda’. Collage of man and woman doing various things around a boardwalk, meant to imply a carefree day. In the text, ‘leave the to-do list at home…you’ll know where you’re going when you get there’. Mentions 6-disc changer for CDs.
• Saturn ion, tagline ‘uncompromised. That’s why I bought a Saturn’. Saturn is still using good customer service as their selling point, although at this point they’ve been exceeded by the mini for customization and most people have realized their service is only great until you’ve actually bought. Interesting text: ‘I want to go far and I want to go fast. I want to park and u-turn like a small-car owner. But have the big-car space to bring everything along. Give me speakers and woofers and endless music. And when I’m ready give me a quiet place to think.’
• Ford escape, tagline ‘because gas stations are hard to find at 10,000 feet’ this ad was also in one of the men’s magazines (will go find it) and fit in better there than here. I suppose because jane readers are interested in things like music and electronics instead of just shopping, it made sense to the advertisers, but it just didn’t fit.
• chevy cobalt, tagline ‘it’s not a signal. It’s a calling’. Also in InStyle.

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