Driven by Nature: A Comparative Analysis of Environmental Messaging in Ford and Subaru's Advertising Landscape

Waddington, Nicholas

Driven by Nature: A Comparative Analysis of Environmental Messaging in Ford and Subaru's Advertising Landscape

Persistent URL

https://hdl.handle.net/10456/57643

Author(s)

Waddington, Nicholas

Date Issued

April 12, 2024

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.

Major

Environmental Science and Sustainability

Honors

Environmental Science and Sustainability, 2024

First Reader(s)

Byrnes, Delia