The advertisements within Popular Science magazine seek out young, working class men by advertising everything from the newest technological gadgets to common, everyday, conventional tools. Ford Motor Company has chosen to strategically advertise within the pages of this magazine to lure new customers into buying Ford vehicles. It is interesting to notice that the mediums of these advertisements are schemed with just the right qualities to attract as many male consumers as possible. .
The May, 2001 issue of Popular Science depicts a typical, two-page advertisement from Ford Motor Company presenting its mighty F-150 Super Crew pickup truck. From the lack of colors in the ad to the boldness of the words found on the pages it is especially clear that the purpose of this advertisement was to attract men by fulfilling their basic need for affiliation, strength, and domination. .
One of the most common appeals toward men in advertising is concerning the need for a connection, a bond, with other men. This advertisement depicts a photograph of six hard-working men performing various duties - all around a brand new Ford truck. This subtle implication is intended to support the major theme of the ad - that this particular truck provides seating for six of your closest friends. Another detail supporting this idea is the fact that the men in the picture are dressed, for the most part, the same. They all wear blue jeans and Flannel shirts. This gives an impression of uniformity, and a need for a connection with friends and co-workers. The advertisement discreetly displays a sense of belonging - if you decide to buy a new Ford truck! .
The need to be viewed as "tough" is depicted by the font used in this ad. First of all, the rough lettering at the top of both pages of this advertisement. The largest word is written in red and reads, "NEVER". Many men, like my husband, feel restrained at home. They become fathers and husbands who fear being seen driving a mini-van.