The following text may have been generated by Optical Character Recognition, with varying degrees of accuracy. Reader beware!

NORTHWEST HERALD Section C Friday. September 2/, !»4S P*ge 7 Wheels New Toronado Oldsmobile s sleek 1986 Toronado features steering. Hie car has a standard 3.9-liter V6 an optional FE3 or third-level suspension engine and four-speed automatic package which offers better handling and transmission. Changes soon ill TV car ads Until recently, it seemed as though all the domestic automak­ ers used the same ap­ proach in their TV ad­ vertising: A sleek car drives down a twisting highway with the an­ nouncer in the back­ ground talking about style, handling, and the high-tech dashboard. With strong overseas competition, however, domestic automakers have changed not only their vehicles but their adverstising approach, too. During the recession, Campbell-Ewald Co. (the agency for General Motors' Chevrolet divi­ sion) found that 60 per­ cent of all automotive advertising on televi­ sion did not contain peo­ ple -- except possibly for seductive serving as props. With today's advertis­ ing, the message has changed. "You aren't selling to a mass audience," said Sean K. Fitzpatrick, ex­ ecutive vice-president and creative director at Campbell-Ewald, in a recent article in the "Wall Street Journal." "Each person in the audience has to look at the message and say, 'That's right for me,' " he added. Many advertising ex­ ecutives feel that to­ day's ads grab the at­ tention of affluent adults who have shown an increasing prefer­ ence for imports. Many campaigns are aimed at those who aspire to be, but aren't yet, high- paid urban profession­ als or "Yuppies." Either way, these commercials send cues through music, plots and characters that people can identify with. A frequent critic of lackluster U.S. auto ads, Frank DeVito, vice chairman and director of creative services for SSC&B ad agency, sums it up: "They've hit all the right re­ search buttons." Whether this is true or not remains to be seen, because cpmpa- nies have not released specific figures. Howev­ er, sources at Lincoln- Mercury have attribut­ ed sales gains that exceed the industry av­ erage to the new ads. And, surveys conducted in-house by Ford and other outside services show that there is a sub­ stantial increase in ad a w a r e n e s s a m o n g consumers. Wwjj i'/JLar/re Volkswogen TOYOTA ARRIVING FOR 4SUPRAS 5 CRESSIDAS 16 TRUCKS NOW! 8 TERCELS 16 COROLLAS 14CAMRYS 9 CELICAS 1986'? ARE NOW HERE!! TOYOTA I 6%% SALES TAX! SUPER SAVER SALE FREE RUSTPROOFING ON 1986 TOYOTAS WITH THIS AD THRU SAT. OCT. 12 Volkswogen TOYOTA (815) 459-7100 IN CRYSTAL LAKE BT. 14 JUST WEST OF ROUTE 31 BENOY HAS CARS! LAST CHANCE7 P O P M M ^̂ 9 J -- _ r u n m • Iff/ • l " T ̂ O R R E B A T E S U P T O T ~~ £ 4k Ml I -f-. ; .1 XwUvi SEE US NOW! STILL A GOOD SELECTION OF MOST MODELS REMAINING YOU CAN'T AFFORDI TO WAIT! MUST TAKE DELIVERY BY OCT. 5 BENOY ̂ .°.r 656 LAKE AVE. WOODSTOCK, ILL. 815-338-5100 M . T . T h . 8 n . m - 9 p m W , F r P n m 6 p m S a t B u m - 1 p m Dodge hif) (Jimhltj LAST WEEKEND! ENDS OCTOBER 2nd AND Im AaPaRa • FINANCING DISCOUNTS UP TO *2400 MORE STOCK #85237 $ 85'A ESCORT 113 KA T 1.9 Liter Engine ^ • 4 Speed Transmission -Rear Window Defroster MS00 Down C«fH or Trada; Cash Price *6000; 6.1% A.P.R. Financing 60 Month; Total Daforrod Prita 7111.63 OlOODttlfRDKcR, ROUTES 47 & 14/CUOOD5TOCK/338 6680