SUV

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What's the Deal?

It's incredible how retailers try to trick us with advertisements. Some of the tricks work, others don't. They attempt to present customers with apparently huge deals in bold letters, and then, in the small print, all the terms and conditions which make the apparent "deal" not so attractive to the buyer.

The advertisement presents a Lexus RX 00 SUV. The so called "Coach Edition" advertisement attempts to sell a $6,000 SUV by offering $500 worth Coach bags. We, the readers, can quickly identify that the Lexus SUV target market for this advertisement are women, primarily mothers with small children. Who else would fall for this trick? By this, my intentions aren't to underestimate women, but to make clear that hardly any man is going to consider the two Coach bags as an enticement to buy this car.

The advertisement banner "Welcome to this season's Coach trunk show", is creative and attractive to its target market. They managed to put the Lexus SUV and the bags together in an advertisement narrowly targeted to its intended market. The Coach bags in the trunk even have red ribbons and tissue paper as if they were a gift to whomever is able to afford the money for a car. Buy the car, instant elegance and an appearance of wealth comes to you, it says.Custom writing service can write essays on SUV

Before, SUV's were not for women. They were a man's car but now we see women driving SUV's often. What type of women are they? We may be stereotyping them, they may be dull, running around driving carpools but, can we imagine them as glamorous? Yes, now we can. We can drive a SUV and be glamorous. Why? Even though Lexus is a fabulous trendy car now we can associate it with fabulous trendy women. Coach has been for years a luxury good wanted by many but had by few. Only certain people can afford it and those who can are everything the woman seeing the ad wants to be. So by buying the Lexus SUV she gets the coach bags, but most important she gets the life of what she believes is the woman behind the SUV wearing the coach bag. She gets to live a dream, the dream Lexus has created for her which is now her dream.

Lexus hopes that a woman who usually associates a SUV with typical suburban living (kids, soccer, ballet classes, etc.) will now associate the Lexus SUV with a more glamorous, carefree lifestyle. Lexus is trying to disassociate the SUV from its typical use to entice women to buy it as a glamorous, desirable object that appeal to her ego.

What's the deal? What are they trying to do? They are trying to sell you a lifestyle. Trunk show, coach, that's the life you will lead if you buy this SUV.

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