The 'built tough' campaign by Ford associates the trucks with strength and hard work, appealing to the self-concept of the target audience. Advertisements often rely on emotional appeals to reflect the consumer's identity or aspirations, a tactic used across various industries. However, ethical advertising standards need to be maintained to avoid misleading consumers.
The Ford truck's advertising campaign "built tough" is crafted to appeal to a personal factor of self-identification among individuals who see themselves as strong and hard-working. This strategy indicates the campaign is tapping into the self-concept of the target audience, embodying traits that the audience finds appealing or aspires to. Advertisements use various rhetorical devices and emotional appeals to forge a connection with the audience's sense of self and values, often influencing their consumer behavior.
Such strategies are evident not just in automotive ads, but also in other industries, like alcohol advertising, with Corona beer associating itself with luxury and relaxation. Additionally, certain ads have faced scrutiny for misleading information, like the Volvo ad which misrepresented the durability of its cars—a reminder of the importance of ethical advertising standards.