In-class assigment 1 - Toyota Camry in the U.S & Vietnam

Hello everyone,

I take the print ads about 2012 Toyota Camry in the U.S and Vietnam to exemplify advertisements of one product targeting different audiences.

Background:

• U.S is one of the developed automobile markets. Car use was encouraged by infrastructure and laws. It becomes the de facto standard for passenger transport. In 2008, Americans owned 137,079,843 passenger cars, or a little less than one car for every two people (Source: Bureau of Transportation Statistic)
• Vietnam automobile market is still in the developing stage. Car market was officially opened in late 1900s. Due to limitations about infrastructure, high import taxes leading to triple pricing compared to U.S or Japan ones, owning car is a dream or a symbol of status for many Vietnamese. In 2012, there were 18 car owners per 1000 people only.

Findings: 
2012 Camry in the U.S

Since Americans know car and have variety of choices in car brands, Camry is positioned for male and female, 30-35 years old. Toyota launched “It’s Ready. Are You?”, an integrated advertising campaign promoting the 2012 Camry model. The campaign demonstrates how the seventh-generation model addresses "changes in consumers' vehicle needs, expectations and driving habits through the combination of new innovations and improvements to interior and exterior vehicle styling" (Source: http://www.autoevolution.com/news/2012-toyota-camry-commercial-its-ready-are-you-video-39623.html).
One of the ad in the series features the image of strong yet elegant gentleman enjoying his original coffee, plus images of car moving, audio system, rear front to highlight improved points of 2012 Camry. 
The copy centers around new features of the car "Voice-activated search available on the Reinvented 2012 Camry". 
The bright, warm color tone conveys modernness, happiness associated with new functions, improved design of Camry and its target consumer.

2012 Camry in Vietnam

In developing Vietnam market, Camry is tailored to male, aged 40+, successful businessman, high income. With 2012 Camry, Toyota targets to Toyota loyal owners who are current Camry customers wanting to upgrade their car. 
There is no model in the ad to draw attention to spacious, comfortable rear passenger seat. The only and special talent is the relaxing, still parrot to emphasize quietness brought by 2012 Camry. 
The headline "The Class. The Camry" simply conveys the class/privilege is Camry. It especially is used in English to enhance the luxury feeling from the brand itself. 
The cool, calm color tone has the same task. 

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Khanh Vu