This is one example of how the ‘”safety shift gear control” uses different jargon according to a male or female audience. The male perspective merely emphasizes the use of safety and the necessity of the gear shift near ones fingertips, while the female perspective emphasis the ease of use by the “shifting”, and “entrance.” The price is the same for both of these cars, but the ‘ease of use’ is a prominent theme that is depicted in advertisements targeted towards women. This ‘ease of use’ mentality is one of the selling points for most car advertisement which target women. While the majority of male-gender neutral advertisement depicts how the engine works, what it is made of, how it can be used, and how it is different from other competitors, the producers and marketing ploys assume that women did not want to know about the actual dynamics of the car, and assumed that men did. While there may be some level of truth that men do want to know about the engineering and manufacturing of the car while women do not, this advertisement is a subtle example that there were different expectations of the and interests between men and women.
Even though the advertisements may be by a similar company, their jargon is different. For example, the advertisement which is how the gear is on the side uses words like safety and ease of use and is clearly identifiable by the glove.
"Included in the ford price!"
This care has a female lens because there is a woman’s shoe that is depicted. The language would be in line with the ease of use and safety features, but this advertisement is difficult to read. Nonetheless, it pictures a woman in the driver’s seat which again could promote a level of independence.
Chevrolet - 1939
“It’s the best in Chevrolet history”
This is an example of a car and it has a woman’s face on it, but the jargon has not changed and is not distinguishable towards a female audience. There are many advertisements which depict a woman in the actual advertisement, but this advertisement is still targeted towards a male audience. Many “luxury” based advertisements depict one couple looking enviously towards another couple, and this is an example how the depiction of status.
Chevrolet – 1939
“It’s the best –looking car on our street”
This example emphasizes ease of use and safety which targets women specifical.
It is meant to be cost effect for the woman which could promote some level of independence and the fact that this person says “I don’t know much about mechanical details” really stands out for two reasons. It assumes that men do know about mechanical details, and assumes that women don’t want to know about mechanical details. It emphasizes how cost effective it is for the woman which on some level promotes a sense of independence. This distinction is interesting because many gender-neutral advertisements explain in depth the make, model, and power of the engine in precise detail. Perhaps this advertisement reflects the producer and designer’s expectation for women, rather than the women themselves.
De Soto - 1938
“Admiring Eyes Follow You!”
This is an advertisement which focuses on ‘luxury’. Most of the time when ‘luxury’ is the selling point, most advertisements use other couples to demonstrate the status of those who buy this specific car. Notions of envy and status come into play, which in one sense can be an effective form of advertising especially given this advertisement comes on the heels of the Great Depression and so status and extra income would be important within this context.
Willy’s - 1938
“Again ‘fours’ take it”
This is an example of a middle class audience because it emphasizes the “four cylinder engine.” It is meant to be more affordable, and maybe even demonstrates how the necessity of a car. While most used car advertisements do not include pictures, this specific advertisement did and demonstrates the varying companies use advertisements to sell cars and different groups of people. The low-cost of the car is spun in a more positive measure which implies that ‘luxury’ is still associated with expensive tastes, as compared to some post-war advertisements which emphasis the benefits of being ‘accessible to all.’
Oldsmobile - 1938
“In any weather…on any road”
This is an example of a nationalistic advertisement. Roads in Canada can be very poor because of the unique weather patterns as opposed to the United States. Road conditions within this context may not have been the greatest, and added to that winter weather in Canada, this advertisement demonstrates a Canadian twist on a car advertisement. Tire advertisements usually use this jargon as well which emphasize the extreme Canadian whether and the safety involved with buying specific tires from a specific dealer.