VISA 1500 – Advertisement Analysis

VISA 1500-01

January 21/2021

Karrie Kiss

Instructor T. Adkins

Assignment 1 Part A

Advertisements are like comic books to a child on a long road trip. They are there to inform and tell a story, and they provide entertainment for any passerby who observes them. The advertisement in the photo is on the side of several busses in Kamloops, British Columbia. The ad is promoting Zimmer Wheaton, a used car store popular in the area. The picture is full of writing and information, and there is an SUV in the bottom right corner. 

The top third of the image references that Zimmer Wheaton sells GMC brand vehicles by calling it a GMC truck store; it reads, “Your GMC truck store.com.” The use of .com tells the viewer that it is the domain for their website if they are interested in their vehicles. There is a red banner saying “Used car superstore,” in thick white lettering in the center of the image. The red banner balances the advertisement as the SUV in the boom right is red, and there is red lettering placed around the image. The eye flows freely around the ad through the red accents but stops on the bottom left corner where there is the blue logo for Zimmer Wheaton. The blue of the logo draws the eye in as it differs from the rest of the red. 

The advertisement shows people where they could buy a used GMC truck or car. The imagery of the vehicle used helps to convey that message when first looking at the advertisement. The ad is straightforward and concise; there is little room for confusion. The placement of the image being on the bus’s side helps get the message to the targeted group. Many people who take the bus use it as a mode of transport because they do not have access to a vehicle to get around. By having the advertisement on the bus’s side, people waiting at bus stops will likely see the advertisement and consider Zimmer Wheaton if they decide to buy a car in the future. People who see the ad from inside their vehicle may be drawn into the ad because they are looking to get a GMC truck or replace their current vehicle.

I do not find that this ad draws me in as I am not looking to replace my current vehicle. There are mixed reviews on this particular dealership, with a recent review reading, “Absolutely not one salesperson came to us the entire time we were there. Even waited inside sales office for 10-15 min. Horrible service! Never returning” (Maddie B DealerRater – Car Dealer Reviews, Car Dealer Directory, Vehicles For Sale, Vehicle Recalls). Maddie gave the dealership a 1-star review and stated that she would not recommend this dealership to anyone. On the other hand, Shenaya gave the dealership a glowing review after her visit stating, “Chris went over and above to make our experience trading in our car as smooth as possible. They pay keen attention to detail and make sure the vehicle you’re buying is immaculate before it leaves. Nice friendly staff. Highly recommend.” (Shenaya DealerRater – Car Dealer Reviews, Car Dealer Directory, Vehicles For Sale, Vehicle Recalls). Most reviews I found were praising the company, or they were tearing Zimmer Wheaton GMC down.

Sources 

B, Maddie. “DealerRater – Car Dealer Reviews, Car Dealer Directory, Vehicles For Sale, Vehicle Recalls.” Canada, 22 June 2020, www.dealerrater.ca/dealer/Zimmer-Wheaton-GM-review-34977/. 

Shenaya. “DealerRater – Car Dealer Reviews, Car Dealer Directory, Vehicles For Sale, Vehicle Recalls.” Canada, 2 May 2019, www.dealerrater.ca/dealer/Zimmer-Wheaton-GM-review-34977/#link.