In my marketing class we watched a selection of car advertisements – Rolls-Royce, Porsche, Hummer H2, Mercedes GL Class, Saab, Hyundai, and Kia – and compared their advertising approaches. Rolls Royce was filmed in a night-time setting through some tunnel or dimly-lit bridge that reflected small hints of the black car her and there – just enough information to understand the maker of the car and the aesthetic beauty that even a glimmer on the paintjob can have. Only a glint of the hood ornament is necessary to communicate the car gliding by. People who consider buying a car of this type are not interested in price, practicality, or miles-per-gallon compared to Kia buyers. They will be more motivated by an ad that suggests status, glamour, and luxury.
But it’s interesting because I recently flipped through Phaidon’s Advertising Today and came across a Rolls-Royce print ad from the 1950s (price then offered at $15,655!) The advertising approach is 180 degrees opposite. A list of their 16 top qualities about the product is listed below a perfect profile-angled picture of the sleek car. Copy is:
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.
What makes Rolls-Royce the best car in the world? ‘There is really no magic about it – it is merely patient attention to detail,’ says an eminent Rolls-Royce engineer.”
An illustration is even included to distinguish Rolls-Royce’s massive grill from Bentley’s. The text accompanying it is funny:
“The Bentley is made by Rolls-Royce. Except for the radiator shells, they are identical motor cars, manufactured by the same engineers in the same works. The Bentley costs $300 less, because it’s radiator is simpler to make. People who feel diffident about driving a Rolls-Royce can buy a Bentley.” Seriously?!
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