In this Nissan ad, it gives to the viewer a promise of toughness and individuality. Giving the impression of a Nissan truck that has no bounds produces a promise of unbound navigation. It illustrates this by showing a truck that has driven straight through a solid rock mountain. This gives the perception that nissan trucks are strong, strong enough to plow through even the toughest of elements, which appeals to the American need for need for things that are bigger, faster and stronger. It shows this truck can top the elements and with this automobile you can choose your own path. Which leads to my next observation that the ad also makes a promise that when you buy a Nissan truck, you blaze your own trail. By showing a truck driving straight through a solid rock mountain, the ad gives the impression that when behind the wheel nothing can stand in your way. That you make your own decisions and decide where your going and don't concede to the rules of the road. This appeals to the publics need for independence and self control or realization. The consumer who typically purchases a heavy duty truck needs it to be dependable and to overcome obstacles which could make the difference in there professional lives. This ad is used to give that consumer/professional a sense of reliabilaty. The final thing I discovered with this ad was that it ever so slightly takes a stab at it's competitor, Ford. Ford trucks have had an ad campaighn whose tagline is, "like a rock". With this ad showing a nissan truck driving straight through rock, it is meant to give to viewer the message that Nissan trucks are tougher than Fords because they are not like a rock but rather tougher than a rock. Tough enough to drive right through it.
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