This is the first of four examples of advertisements for sport utility vehicles (SUVs) taken from Time magazine. Each one is representative of the type of SUV ads that typically appear in the magazine: the vehicle is shown in the Great Outdoors (or having just left), and the text of the ad makes some sort of reference to how far from the urban environment the vehicle can go. Be sure to notice the two models at the far left of the ad who display a stereotypical outdoor leisure identity: young, healthy, adventurous, and white. 71% of the ads for SUVs in Time were of this type.
Time: February 10, 1997, p.6
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Here is another example of an SUV advertisement from Time. The first thing that stands out in this ad is the setting: incredibly beautiful, incredibly remote, and presumably accessible with a Toyota 4-Runner. Standing beside the vehicle are two people who exemplify the outdoor leisure identity: young, healthy, and adventurous. The text of the ad asks, "Do you wanna go . . . Where there are no crowds?" For the two white mountain bikers the answer is obviously, "Yes," but for black models in Time, the answer seems to be a resounding, "No."
Time: March 8, 1993, p. 45
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This third example from Time magazine emphasizes the duality of SUVs: they are rugged enough for the Great Outdoors, yet refined enough for the city. Digital technology is used to create the setting for this ad, morphing Bryce Canyon National Park with the Manhattan Skyline in an effort to appease both "the dreamer" and "the realist." Although this ad really is only half set in the outdoors, there is still an appeal being made to the outdoor enthusiast that they imply is inside each of us. Contrast this advertisement with the example of a duality SUV ad from Ebony.
Time: March 14, 1994, inside cover
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In this final example from Time, the vehicle is once again shown in the Great Outdoors, which is this time partially covered in snow. The text announces that the Chevy Blazer is "prepared for the worst of Mother Nature," and the image reinforces that message. Once again, 71% of the SUV ads sampled from Time make use of the outdoors and/or an outdoor leisure identity to promote the vehicle, regardless of where they are actually driven or how they are really used by consumers.
Time: January 20, 1997, back cover
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