Cadillac has always advertised their brand as "luxurious", "American", and "innovative". And the advertising marketers want the consumer to recognize the brand as such. The methods and techniques used for advertising luxury automobiles is most certainly different than most other types of cars. You're not only selling the physical car, you're selling the status that comes along with it, the experiences that the vehicle will bring to the consumer, and you're building a relationship between the purchaser and the vehicle. Some advertising for other companies such as Ford and Nissan tend to showcase the particular vehicles price, and how affordable it is.
In the 1950s and 60s Cadillac started advertising their vehicles more aggressively, partly in response to increased competition from other car brands, such as Chevrolet and Plymouth. Ads in the 1960s sold the "driving experience" of owning a Cadillac. In particular, a 1966 Cadillac ad stated:
"''There is no other driving experience to match that provided by a Cadillac...The car is so smooth and so elegantly quiet, its conveniences so complete, and its safety features so reassuring that Cadillac owners are the most satisfied motorists in the luxury car field..."
This 1966 ad isn't just selling the vehicle, as I stated before, it's selling all the perks that come along with owning that particular vehicle. They made a bold statement by saying "Cadillac owners are the most satisfied", but they were confident doing so because of their brand appeal and long history.
Cadillac's advertising techniques changed along with the whole auto industry through the 80s and 90s and into the 2000s. In more recent advertising, Cadillac chooses to use clever wordplay when selling their vehicles. A recent video ad by Cadillac dubbed "Red Blooded Luxury" has become rather popular on sites such as YouTube. The ad sells the Cadillac brand as "Red Blooded... classic luxury... top of the line..." The ad depicts a old, unexciting, boring couple celebrating their anniversary while continually cutting to a scene of a speeding Cadillac. I think this advertising technique is much more effective on modern consumers, as it relates to how many people perceive luxury, and what owning such a luxurious car would be like.
