Toyota Appeals to the Emotions

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LOS ANGELES When Toyota Motor Sales said last week that it was changing taglines as well as strategic direction [Adweek Online, Sept. 28], the move reinforced what one car executive called “the trend du jour”—ads with more emotional appeal and less pure product pitches.

Two of Toyota’s 60-second ads chart the change of direction. In the spot “Wheel,” a disengaged tire rolls past familiar American scenes such as kids playing street hockey, people working in an office and a man exercising.

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