Favourite Automotive Advertisements: 1967 Mercury Cougar | The Day by day Drive
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You’d suppose {that a} retailer would do something in its energy to keep away from alienating its prospects. Any prospects. Watch a TV industrial right now and also you’ll usually see a calculated smattering of actors from a broad vary of ethnicities, and, that is key, each genders.
Extra Favourite Automotive Advertisements
1967 Mercury Cougar
We all know from the latest Bud Mild debacle that enjoying to a selected aspect of your viewers can have sudden ramifications, on this case, offending different purchaser teams. And, generally, that’s simply one thing a enterprise group has to, or at the very least ought to, dwell with.
However think about an organization—let’s say a automobile firm—being so daring as to deliberately write off half of its potential buyer base in a daring play for the opposite half. Sound loopy? As a result of that’s precisely what Mercury did in 1967.
For 1967 the Mercury division of the Ford Motor Firm adopted a brand new marketing campaign, and in doing so just about eradicated ladies from its purchaser base. The “Mercury, it’s a Man’s Automotive” marketing campaign lasted only one mannequin 12 months, however didn’t do the hurt a contemporary, enlightened advertising sort may need predicted.
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Certainly, given the boldness of the tagline, the advert copy was surprisingly bereft of sexism. The Cougar advert seen right here, which introduces the top-trim-level XR-7, says virtually nothing gender particular, although means that cool gauges and large engines are of higher enchantment to these of us burdened with a Y chromosome.
Although Mercury pulled the plug on the Man’s Automotive factor for 1968, it didn’t undergo on account of its advertising misogyny. Certainly, in a down 12 months, Mercury really picked up market share. That stated, the model’s 1968 marketing campaign was way more feminine inclusive, with ladies figuring closely in most of its print and TV advertisements.
As for the Cougar, was it a “man’s automobile?” Sure, given the heavy emphasis on energy and efficiency, historically male-preferred automotive attributes. However we suspect the automobile’s clear look, tidy dimensions, and customarily sporty character would enchantment to virtually any 1967 shopper with the cash to buy a Mercury.
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1967 Mercury Cougar Gallery
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Traditional Automotive Advertisements: Pretty Women Version
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