Toyota RAV4 Wish Granted


Advertisements and commercials for any kind of automobile are known for promoting propaganda that exaggerates and associates unrelated things to the vehicles. They are some of the best examples of false analogy fallacies and I have chosen an ad that represents this fallacy very nicely. For my last message evaluation I picked the commercial for the Toyota RAV4 where a genie, played by a well-known celebrity, Kaley Cuoco, pops out of the SUV and offers to grant wishes. The father wishes for the old spare tire to be gone, referring to his stomach, but the genie gets rid of the spare tire on the back of the Rav4 instead, this wish is the only one that even has to do with the car and it was a joke. The daughter wishes that animals could talk and that she was a princess, the mother wishes that she could eat as much chocolate as she wants, the son wishes that he was an astronaut and then the father wishes for infinite wishes but the genie hears infinite witches, then he asks for his first wish again and he is shown jogging behind the RAV4 with the genie floating on top. Only the exterior of the car is shown except when the car is flown to outer space when the son wishes to be an astronaut but the audience only gets to see the backseat, not the front of the interior of the vehicle. There is also one small flash of the Sirius XM radio in the dashboard but it does not show any interaction with it or how it works.
The analogy is that the RAV4 will make all of your wishes come true, however, we know that there is no such thing as genies, especially ones that pop out of cars. This analogy is false and misleading because it leads the audience to believe that the RAV4 is more than just a car, it is a wish come true and it brings the promise of fulfilling even more wishes. If your wish is to be able to drive and own a RAV4 than this commercial might be persuasive, but if that is not your wish than I think this ad wastes the audience’s attention on fallacies instead of presenting the abilities and features of the car. The commercial is more focused on what the family of actors wants from the genie than what the car can do. This commercial is not very persuasive because it is not relatable and it does not clearly and accurately represent the product. Overall, this advertisement was put on air for the purpose of selling this car but my attention was almost never on the car for the duration of the commercial. I think that the target audience is people and families looking to buy a new car.
I think that the commercial would be a lot more persuasive if it featured special parts or aspects of the car, essentially what makes the RRAV4 different, besides the make-believe genie inside. I would improve the commercial by beginning with the family in an older used car that looks like it has seen a lot of wear and tear. I would have the family out on the town taking a drive and when they drive by a Toyota dealership the genie would pop in to the back seat and offer to start making wishes. Then each member of the family could have made a wish about something that they wanted to improve about the car they were in. As they made the wishes and the genie granted them the car would slowly be transformed in to the RAV4, wish by wish. For example, the kids might want seats that are more comfortable, the mother might want a better stereo system and the father could want more room, and then the genie would magically make new seats, a new dashboard set up complete with the Sirius XM radio and then the entire RAV4 appear. This would allow the audience to get a close look at all of the features of the interior of the car and be entirely focused on the vehicle.
In conclusion, the fact that the commercial used a false analogy to advertise the Toyota RAV4 weakened the persuasiveness of the commercial. I believe that my changes would make the commercial much more persuasive because, although, it is still a false analogy there is a clear connection between the analogy and the vehicle. I think that the main issue with Toyota’s commercial is that they all but ignored the vehicle and instead focused on the celebrity who was portraying the genie. I have found that I am not very persuaded by advertisements that shift the focus of the audience away from the product. Commercials that totally focus on what a product is, what it can do and what sets it apart from the competition are much more persuasive.

Lexi Welborn

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