Ford Mustang: "The beauty of the mustang will bring out the beast in you"

“Listen carefully to the information the client offers; the client is expert about his or her business. Listen to what he or she says about the problem, audience, and marketplace—and thoughtfully examine the information provided” (Advertising By Design, 16). I looked at past Mustang ads to help me get an understanding of their main focus and the slogan that I created for the Ford mustang is “The beauty of the mustang will bring out the beast in you”. I did a lot of research on the Mustang and found out that the main characteristic of it is the power. “During Phase 1, we gain knowledge—we gather information. In Phase 2, we comprehend—we grasp the meaning of the material we have gathered, gaining insights. And we apply, making use of the material in new, more immediate contexts. During Phase 3, the traditional conceptual design stage, we analyze, examining our material in search of an idea” (Advertising By Design, 15). I think that my slogan represents the Mustang very well because it is not only a pretty car, but a powerful beast. In my slogan I tried to think of adjectives that described all the qualities of the Mustang. I thought that the word beast represented the power and beauty obviously represented the sleek, attractive look of the car. “An advertisement (or “ad”) is a specific message constructed to inform, persuade, promote, provoke, or motivate people on behalf of a brand or group” (Advertising by Design, 3). My slogan is aimed more towards men. I used words that were very different from each other yet complement each other. Many people have heard the comparison beauty and the beast and that is what I used in my ad to evoke a certain feeling. From my ad I want a person to feel that even though this car is small and sleek it still has great power and force. My ad should evoke the feeling that if you drive a Ford Mustang then you will be beastly and powerful. “Advertising differentiates brands, groups, and causes, and ultimately sells products and calls people to action” (Advertising by Design, 3). I want my ad to make people feel like they need a Mustang right away. With my slogan, it will make people take action and go look at a Mustang and by one. I think that my slogan is very unique. When the words “beauty” and “beast are put together people assume that beast means ugly. That is not the case in my slogan. “An effective ad is driven by the underlying concept” (Advertising By Design, 68). I put a twist on the stereotypical comparison that makes the word beast stand for power which helps create an underlying concept.