Eng 111-4236 Expository Writing
2 Feb 2012
Essay Assignment #1
Chevy and Ford are two of America’s leading automobile companies and competitors of each other. Ford Motor Company was founded in 1903 by Henry Ford and Chevrolet was founded in 1911 by Louis Chevrolet and General Motors founder William C. Durant. Ford being the older company and well established in the market with its Ford Model T. Chevrolet was positioned to compete directly against Ford and their Model T. The advertising of both Chevrolet and Ford really picked up in the 50’s with the expansion of TV commercials. Chevrolet’s first major advertising campaign was “See the U.S.A. in your Chevrolet” which ran the longest of any from the early 50’s through the 60’s. In the late 80’s Chevy’s “The Heartbeat of America” campaign became prominent. But neither of these was more prominent than Chevrolet’s “Like A Rock” campaign which featured Bob Serger’s song by the same name. This campaign ran for well over a decade. Chevrolet’s most recent campaign is their “Chevy Runs Deep” slogan. Ford on the other hand has never really had ad campaigns, but rather slogans used over time. Some of their more notable slogans are, “Ford has a better idea,” which was used in the 1960’s. Then in the 80’s “Quality is Job 1.” This was made because of all the imports were starting to take the car market in America. It was also at this time that the famous “Built Ford Tough” slogan was used for Ford’s highly successful F-series pick-up trucks. This slogan is still in use today.
Both the ford and Chevrolet advertisements purposes are to inform the reader about their newest model full size truck. The Chevrolet advertisement advertises its newest model full-size pickup, the Silverado. The advertisement reads as a multiple choice response. Simply stating Gone; A. Fishin’, B. Huntin’, C. Off-Roadin’, or D. All Of The Abovin’. Then there is small print detailing the Silverado’s fuel economy. The...