Application of Advertising Coursework Example | Topics and Well Written Essays - 1750 words

Application of Advertising - Coursework Example Though smart automobiles are manufactured in France on the special factory called Smartville the headquarter of the company is situated in Boblingen (Smart History). Smart was created as a completely innovative model and its design and production was performed in association with Swatch brand in the beginning. The main emphasis was placed on the small size of the automobiles and the subsequent comfort for drivers. The logo, the motto and the name of the brand reflect that concept. The logo consists of a letter â€Å"c† and an arrow which are interpreted as â€Å"compact† and â€Å"forward thinking†. The motto of the company sounds like â€Å"open your mind† and is addressed to free and extravagant people who are no afraid of trying something new (Lewin, 2010). There have been several variations of smart design after the original model called Smart Fortwo was launched. Now electric versions of cars and the automobiles with exclusive design as well as sport cars are available in Europe, Latin America, Australia, Asia, and North America (Smart History). Obviously the advertising campaign for such an extraordinary product had to be absolutely creative. The first and the most noticeable thing that Smart manufactures managed to do was to give a product a personality that set it apart from all the other competitors. Smart car appeared as a pretty, witty, and a compact accessory and did not resemble a car in its general sense. Most people got used to the fact that to feel safe and respectable they have to drive big monochrome automobiles produced in Germany which is famous as the motherland of best cars. Smart has broken the standards - it started manufacturing cars that looked like they could fit into woman`s purse (that is another reason why smart cars are appreciated by women). Nevertheless, the status of the consumer did not decrease – it is not a compromise between more expensive and less expensive car-