GMC Yukon Denali: What You Deserve

Everybody likes a little bit of luxury in their lives. Whether it is that special brand of coffee that you have to have every morning or maybe it is those silk bed sheets that you slide into every night when you need it the most, everyone has their little piece of indulgence in their life. A critical component of human psychology in a capitalistic society is the mindset that you receive a fair reward for the work you put in. This is the foundation of thought that has twisted into the notorious American sense of self-entitlement. Consumers believe that they deserve the best, no matter what. The tagline for this campaign hits just this. “The tagline is the catchphrase that conveys the brand or group's benefit or spirit and expresses an umbrella theme or strategy for a campaign or a series of campaigns; it also is called a claim, end line, slogan, or strap line.” Advertising by Design, Robin Land Page 101. The tagline "What You Deserve" stimulates the emotional instincts of the consumer and keeps the message simple and clean. “Copy has to sound fresh and not predictable. It also has to sound as though you are engaging in a natural conversation with the reader.” Advertising by Design, Robin Land Page 100 The copy aligns with the consumer’s mindset of themselves as consumers. The font is presented is a modern and classy manner that matches the elegance of the product itself. These words used throughout the campaign are specifically written to talk to the selected market. “In whose voice is the copy written? Is it written from the brand's point of view? Does it seem to be the voice of an expert? Is it a testimonial? The voice of a character in the ad? Is it a disembodied voice? Is the copy in the ad telling you what to do or how to behave? Does the headline take on a maternal tone? Does it sound like a friend who is advising you? “In any ad, words take on a voice.” Advertising by Design, Robin Land Page 104. To support the mindset and the copy shown in the ads, the text is shown with an image of the luxury vehicle that is the envy of the average consumer. “Visual-verbal synergy happens when the headline and the main image work together to communicate the meaning.” Advertising by Design, Robin Land Page 155. The reasonable pricing that GMC has established for the Yukon Denali needs to be highlighted to the public. The “What You Deserve” campaign will build a relationship with the consumers in order to place a sense of luxury and affordability within the consumer’s perception of the brand.