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However, I think auto commercials are zeroing in on a specific group of consumers: people who really honestly like to drive and want to see cars that are actually fun to drive, the car enthusiasts.
Whether or not that is the intent, I think that is the group of consumers that can best relate to recent advertisements. After all, how many general consumers have a lot of emotion toward vehicles (aside from when they are angry about problems with their vehicles)?
The whole emotions theme can really connect with those who truly have automotive emotions. When they see a phrase like “Drive = Love,” they say, “Yeah, that’s me. I love to drive.” The result is, they see the vehicle in that advertisement as a vehicle they would probably like to drive.
If they are in the market for a new vehicle, they are now that much closer to thinking, “Hey, I’d like to test drive one of those.”
But I agree that those ads are probably not extremely effective. I would have to guess the number of people I describe above is not a large percentage of auto consumers.