Driven by Nature: A Comparative Analysis of Environmental Messaging in Ford and Subaru's Advertising Landscape
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Issue Date
2024-04-12
Authors
Waddington, Nicholas
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First Reader
Byrnes, Delia
Additional Readers
Swann-Quinn, Jesse
Keywords
Environmental messaging , Automotive advertising , Ford , Subaru , Comparative Analysis , Brand Positioning , Nature Portrayal , Environmental Consciousness , Consumer Perceptions , Brand Loyalty , Critical analysis , Advertising Narratives
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Abstract
This paper conducts a comprehensive analysis of environmental messaging in the advertising strategies of automotive giants Ford and Subaru, spanning from 2000 to 2022. Through a comparative examination of their commercials, the study explores how these brands position themselves in relation to nature and environmental consciousness. While Subaru emphasizes empathy and social responsibility, particularly through its poignant portrayal of shelter dogs with special needs in its 2022 commercial, Ford takes a historical narrative approach, celebrating its role in American progress in its 2020 advertisement. Despite differences in tone and messaging, both brands subtly convey their stance on environmental issues, reflecting their unique brand identities and target demographics. This paper highlights the evolution of environmental messaging in automotive advertising and its implications for consumer perceptions and brand loyalty. Through an analysis of Subaru's trajectory towards emphasizing empathy and social responsibility, and Ford's focus on dominion, American heritage, and rugged individualism, the study reveals how these brands have adapted their advertising strategies to align with shifting cultural values and consumer preferences over the years. Ultimately, the study sheds light on the complex interplay between advertising narratives, brand positioning, and environmental consciousness in the automotive industry.
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Major
Environmental Science and Sustainability
Department
Environmental Science and Sustainability
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Environmental Science and Sustainability, 2024