The copy continues with a powerful use of key statistics and figures about how the Lexus Certified Pre-Owned Program delivers every Lexus with a 3-year, 100,000 total vehicle warranty and customer care package including 24-hour roadside assistance. The copy continues with the point that every Lexus is qualified through a rigorous 128-point inspection as well. The copy concludes with the dealership making the point that their dealership is the largest in Arizona for Pre-Owned Lexus autos in Arizona. All of these points in the copy are interwoven to create a story of trust that a prospective customer can believe and rely on to rationalize their decision. Analysis and Critique

This ad is very effective in communicating both visually and through copy that Lexus has one of the most comprehensive certified pre-owned programs in the luxury car industry. The copy is full of quantifiable claims that can be easily backed up through Web searches on Google, and through visits to the dealer to see these specific test results. The coordination of the visuals and copy is very effective therefore in creating a high level of credibility and trust. The image is dark enough to connote the fact that no one wants to be alone in the city at night without a reliable car, yet backlit enough to communicate that Lexus can be a...

The well-lit ES 300 also says much about the prestige of having a used car that is so reliable. The headline has so much confidence and even bragging in it that anyone seriously considering a user Lexus will be challenged by it.
Conclusion

In short, the entire ad is effective because the copy and image work so well together and support the concepts each is communicating. The text is small and difficult to read, yet full of quantifiable and verifiable claims, which is critical for attracting user car buyers who do not know who to trust when it comes to buying a used car. Not once is the term used "used car" only certified pre-owned and when that term is used, Lexus brands it specifically with their own program.

Figure A:

Lexus Advertisement from Scottsdale, Arizona dealer

References

Harris, D.. (2009, October). Dealer's long warranty lures traffic. Automotive News, 84(6381), 34.

Wang, X., & Yang, Z.. (2010). The Effect of Brand Credibility on Consumers' Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image. Journal of Global Marketing, 23(3), 177.

Link to ad:

http://www.flickr.com/photos/aaronblackburn/4927418584/in/photostream/