100 Years of Quality with Valvoline

Everyone at one time or another has thought about the heritage of their family and the quality of the time they spend together. There is nothing better than to consider the thought of one hundred years of tradition passed down from generation to generation. This is the concept that the advertisers for Valvoline Oil Company were tapping into when they designed this advertisement.

This ad reaches into the family bank of emotion from every generation, which is perfect advertising for Hot Rod Magazine, since their audience consists of anyone that is age 16 and up. The element that I found most interesting is the way that the advertisers combine the guidance of family and heritage, the prominence of an exotic high-powered sports car and the dominance of being the best in the business.

The first and most laid-back appeal in this advertisement would have to be the need for guidance. The advertisers are very keen in their senses in the way that they tap into a man or woman's need for assurance and security through the trust of family. In the background and the foreground, the ad is riddled with classic banners and license plates that scream Valvoline.

There are some items that have a historical sense to them such as an antique toolbox, a classic wall mounted thermometer and a model of a classic racecar. The text refers to serving guys like you, your father and his father before him through the years. They use such subtlety in their approach, but it is a very personal touch. Just to reassure you of their experience they mention their one hundred years in the business producing high-quality lubricants.

The second appeal in this ad is the need for prominence. In this ad the designers used an extremely large garage, but it is not a commercial garage, it is of a personal nature. The size of the garage here is an indicator that the man in this picture has substantial wealth, oh yeah, and he is working on a relatively new Dodge Viper.

In the foreground of the picture there are some oil containers on the toolbox that are very distinct in their appeal. One bottle is brilliant silver in color, representing stature, while another just happens to be marked "Premium." If they have not impressed you yet with the garage and the car then maybe they'll get you with the text. They have puffed themselves up to be the best and claim that the best things in life go vroom. Oh yeah, have I mentioned that they have been in business for one hundred years.

Finally, the most dominating appeal of all in this advertisement touches the human need for dominance. Not only do they suggest domination through having wealth but also the man in the picture is working on his own car, (hmm?). Here is a guy that drives a Viper and has a garage the size of most houses, and he is working on his own car, maybe he likes being in control, ya think. Working on his car in his new blue jeans and his rugged hiking boots, I'm thinking dominance (control). I believe that the advertisers are sending a powerful message to the reader, how about a powerful bright red sports car screaming I'm number one. Oh, by the way did I mention that Valvoline has been in business for one hundred years, leading the industry in high-quality products that say were number one.

Learn more about this author, Richard Corbin.
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