again, not a lot in here, there are only three car ads, and one context involving a car. Also again, these ads don’t seem unified in their audience, two going for driving excitement and one for safety.

• Nissan altima, tagline ‘for a good night’s rest, avoid driving it before bedtime’. Concentrates on the experience of driving, and how pleasurable and luxurious it is, mentioning the ‘clarity of the BOSE audio system’ and the ‘new leather-appointed interior’
• contest to win a ford mustang from ford and OPI nail polish. The car will be painted to match your favorite of three nail polish colors, bottle of which you will also receive. The picture shows a woman lying on a car, dangling keys sexily, which to me says the picture was probably originally intended for a men’s magazine. Her nails are perfect though, so maybe not. Am not sure why she would make straight women want to get this car.
• ford mustang. Tagline, ‘work in a cubicle?’ this is two pages later than the contest, and is just the car sitting on a beach, so it’s better aimed at the target I would say.
• lexus, no model. Tagline ‘perhaps you haven’t prepared for an impending accident, but lexus has’. Again, lexus is aiming to present its system as revolutionary, so much so that it alone deserves an ad. But in this discussion of safety, it concentrates primarily on the driver and passenger, and is by implication not aimed at parents who would have kids in the back seat. The ‘pre-collision system’ itself sounds kind of cool, ‘using radar technology to sense if a crash is unavoidable, it will immediately retract the seatbelts around you and your front passenger. And as you apply the brakes, it automatically increases force to help reduce impact speed’.

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