The main strategy is, as according to Fowles in his article "Advertising's Fifteen Basic Appeals," to create "a logical link between an ad's emotional appeal and its product [without violating] common sense" (541). By attaching an ad's emotional appeal, Fowles explains human beings have a "variety of unfulfilled urges and motives swirling in the bottom half of our minds" and these urges are captured by advertisers with the fifteen basic appeals. Murray, a researcher from the Harvard Psychological Clinic, discovers by the 15 appeals, such as the need to aggress, the need to achieve and the need to feel safe, are the most vulnerable and the least quiescent of the mental forces to advertising's entreaties (qtd. in 541). To further enhance the effectiveness, an advertisement can be tailored and personalized to the need of a specific audience. As mentioned in Craig's article "Men's Men and Women's Women," demographic targeting can be the most economical as advertising buy screen time in which the target audience is most concentrated (57). The demography then can be analyzed to create a gender-based commercial in which it "portrays different images for men and women" to designate the "pleasure for the targeted audience." Thus, an automobile company, in which men are the prominent and the primary purchaser, catering an ad with "men's men" to exploit the "deep-seated motivations and anxieties" of men (Craig 58-60). As such, Toyota, an automobile company will and have been incorporating a tailored men's men advertisements and with its indestructible Hilux, the need to dominate, the need for safety and the need to achieve.
In the ad, the Hilux have the power to dominate, as it can do extreme actions; hitting the snow; driving pass a landslide; driving near a glowing hot lava. These stunts are not for the sane and normal person, but the advertiser shows the possibilities of the cars.
