Honda's publicity campaign for the CR-V

Extract

[...] However, the pollution generated by the CR-V and its failure to adapt to the city life became the main complaints of the vehicle. The CR-V has been the object of controversy for a while now. The company is now seeking to promote a more environment friendly means of transport i.e. a mode of transport besides cars to show its participation in environmental protection. The CR-V has been the object of ridicule due to its imposing size, noise and energy consumption. [...]

[...] The main peculiarity of this advertisement seems to be at first glance the disproportion between the handheld and the car presented. The importance lies not in the aesthetics of the car itself but in its qualities and benefits. Its content is presented in a scientific way: we can see a mathematical proof and QED (what to show) written by hand as proof of the authenticity of this demonstration. The characteristics of the car are not highlighted; it is in lowercase benefits can be drawn from future consumers only if it is highlighted in uppercase. [...]

[...] This ad is simple and structured: in the upper right the name of the brand is shown, bottom left the logo. The side of the car is presented with the catchphrase "How beautiful, a rational choice." Bottom center is the pavement editorial, accompanied by a label on the left pointing out that the car engine was the voted Product of the Year. Above the pavement is the website address of the Honda brand. Finally at the bottom left the logo of the model is presented. Nothing seems to be forgotten or left . [...]

[...] Honda manufacturer wants the bearer of an innovation never before seen. It addresses the desire of technology and modernity, but refers to a moral ethic that is increasingly sought. The idea of ​​achieving perfection remains as a fundamental issue: whether physical or moral, society forces us to always achieve perfection . Honda seems to succeed in proving the reliability of its product convincingly playing on this paradox. However advertising to a reduced target and calling attention to his or her understanding, it is questionable whether this approach would reduce advertising greatly affecting public or not? [...]

[...] The Cartesian approach is highlighted by two elements: the hook and entries in the handheld. Advertising is directed by an thinking that reflects, which is staged as if hands were his own and as if he himself analyzed the car: the action is also streamlined. The experimental observation, reasoning are the hallmarks of this type of thinking. QED, is the proof, the result is approved and certified. This Cartesian thinking can target advertising: it is for a consumer who believed that new technologies are fairly easy to access. [...]