Truckers: Honest, Dependable, Safe & Hard Working

(A continuing analysis of advertisements that appear in "The Trucker" newspaper.)

The text in the ripped part of the ad reads "WANTED: Honest, Dependable, Safe & Hard Working*" Raawr! Yeah! Right on! This ad definitely appeals to the machismo of truckers. Everything in this photo shows power: --The dude is wearing a sleeveless shirt --Arms folded showing off his tough forearms --Proud to have a farmers tan --Good ol' American jeans --Legs spread far apart for a strong stance. --Big rig wheels showing power --The subtle keys hanging off his belt showing he has the access --Big belt buckle --They even kept the top of his head to show that he has a full head of hair. (would a truckers hat be too obvious?) The elements of the design even point to strength: --Bold arrows showing how much money you make --Tough guy logo --No nonsense fonts with courier. Don't even bother with any pansy fonts. Just pure true blue courier But then the ad falls apart at the end with "For your comfort we offer" What! Comfort! That's not tough!