Th e E l o c u t i o n i s t
through the storyline of the commercial. If people buy this car, they are confident that they won’t be stranded in one place with no source of transportation like the characters in the ads were. Instead, the Highlander would always be there to help out in a fashionable, efficient, and courteous way. By the end of the advert, we are also presented with a final rescue scene, in which the driver assists her son with the space the car offers. This scene allows the viewers to consider how these scenarios can be used in their own lives, therefore establishing logic behind the need for a spacious car. All of a sudden, the Highlander appears and the characters are offered an escape. Some may assume that the ad’s argument upholds many stereotypical ideas of how western society expects women to act, and defeats modern ideals of gender equality and demolishing patriarchal views. Our own view, however, is that the commercial tries to perpetuate America’s altruistic culture that values unselfishness and charity. As a result, we believe Toyota’s future is heading in the right direction, in terms of selling cars through advertisements. This ad is adventurous and entertaining but does so through the use of the new car they are selling. As a result, more people will purchase Toyota cars because of the persuasive and entertaining commercials the company produces. While it is true that the ad’s purpose is to sell a car, there is a creative aspect to the commercial that Totoyta uses to further persuade the viewers to buy the car. This commercial conveys how valuable cars are and how they can help others in necessary situations. Although Toyota is a Japanese company, it is one of the most well-known car companies in America.
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