Image Attribution: “STUBZILLA: Snap-On Tools” by Snap-On Tools is licensed under CC BY. (See interactive map)
VISA 1500-01 Analysis
Advertisement for an engine tool, Snap-On Air Impact Gun. Found in Snap-On’s monthly tool flier, issued January 2021, that is distributed to Automotive Mechanics working at Kamloops Ford & Lincoln, by a Snap-On representative who travels daily to different mechanic shops across town to sell tools meant for car repairs and maintenance. The ad is for their newest Air Impact Gun, called the ‘Stubzilla’. An air impact gun is a tool used by mechanics for removing hardware in a fast manner while using minimal fatigue. This specific model is designed to be shorter for easier handling and better performance in confined spaces.
An enlarged model of the impact gun is featured standing upright from the road in the middle of a city street, it is surrounded by dark, broody, tall skyscrapers of varying heights. The phrasing ‘No Fastener Can Hide From…’ is shown on the right of the impact gun, followed by the product’s name in white bold letters, ‘STUBZILLA’. Framed below in red and white with opposite colored fonts is a short description of the product. On the upper left hand, the brand’s name ‘Snap-On’ is featured. The ad is framed in red, which is the company’s logo color. The different functions and improvements are listed as bullet points directly below the photo, with the phrase ‘Ask how to put it’s FIENDISH POWERS to work for you’, at the very bottom of the ad page. At first glance, viewers will instantly be reminded of the monster Godzilla, with its name being a direct reference to the Japanese monster, and the photo’s setting being reminiscent of the Godzilla films.
There are plenty of military elements within the photo, on the foreground, a man clad in military uniform standing next to a military utility vehicle is seen pointing up towards the Impact Gun. On the left, two men in similar clothing are seen hiding at a building corner, with one man poking his head to take a peek at the impact gun. A spotlight is directly shining its light on it’s side, illuminating the company logo and the impact gun’s barrel design. The background features a mostly dark and gloomy sky; in the upper left hand of the background two fighter pilot jets could be seen flying over the impact gun ,and on the lower left hand side, a helicopter is seen to be shining its spotlight at the front of the impact gun.
The ad does a good job conveying the message of the product, since the new product featured is designed to be smaller and easier to use in tight and confined spaces compared to its older counterparts, having the impact gun tightly crammed between the buildings makes sense for the product’s placement in the photo. Along with its military depiction and monster movie reference, it’s safe to say that this ad conveys messages of traditional masculinity which makes an appeal to its target demographic of Mechanics and tradesmen.
While it is an effective ad, it’s target audience is quite small due to the flier where the ad was found only being distributed among a certain group of people, as well as the jargon used in the ad might not make sense for a regular person who doesn’t have to deal with automotive repair.
Snap-On has been involved in many controversies; including their support of the slogan “Buy American, Hire American” while most of their tools are being produced overseas in China. Not only that, but Snap-On has been involved in legal cases, many of which come from their own franchisees who have repeatedly sued them for loss of profit and not honoring thousands of dollars in warranties. Public backlash for the company has been extremely severe that a website was made specifically for featuring the many lawsuits and litigations they have been involved in, which includes: breach of contract, violation of franchise law, negligent misrepresentation, and many more. Snap-On has not responded to any of these critiques.
References:
Lopez, Linette. “The Tool Company Trump Just Visited Has an Unsettling Relationship with Its Blue Collar Franchisees.” Yahoo! Finance, Yahoo!, finance.yahoo.com/news/tool-company-trump-visiting-ton-173949548.html.