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This ad found in Money magazine features a black Jeep Cherokee on a mountainous backdrop. This Jeep is placed in a position ascending a rich brown colored rock slide. The contrast of the lighter colored rocks with the deep green hills and the light peaks of the mountains and the azure sky is reflected on the shiny Cherokee as if the natural scene itself was part of the Jeep. The Jeep is in a rock crawling position that shows not only its prowess, but its dominance over the rugged terrain and therefore over other SUVs that make it, "the one brand that stands above all others." Written in the clouds, as if words from on high, is the phrase, "FOR ONCE THE NAME BRAND COSTS LESS THAN THE GENERIC.", with this phrase Jeep is positioning itself as the, "original adventure vehicle-the one that started [the] revolution in 4x4s." By being the name brand SUV, Jeep ties itself to the meaning of original and therefore better. |
