Word: nissan
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Dates: during 1980-1989
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Even when Hector Tabarez, 25, keeps the windows rolled up as he drives his 1985 chocolate brown Nissan pickup, his reputation precedes him. Anyone within a several-block radius can hear Tabarez coming, for he drives what is known as a "boom car." The auto mechanic from Gardena, Calif., spent $8,000 to install the vehicle's current stereo system, which comprises a deluxe Alpine 7902 compact-disc player, two heavy-duty Orion amplifiers and 32 speakers. His rig can deliver a bone-jarring 144 decibels of sound. "I just got carried away," he admits...
...particularly vicious stereotype appears in a new Pontiac ad. The ad features representatives from a variety of car manufacturers. When the fictional spokesman for Nissan--an Asian actor--stands up he blathers on in basically incomprehensible English. We are meant to see him not only as an enemy, but as a particular type of enemy. He is loud and boorish, all bug-eyes and buck teeth. It is a convenient way to deal with American fears, making Asians seem at once crude and oddly polite and subservient...
...size are attracting large ad accounts to such off-the-avenue cities as Boston and Minneapolis. In mid- August the Richards Group of Dallas ($97 million) snared the $15 million account for the Long John Silver's restaurant chain from Chicago's Foote, Cone & Belding ($2.3 billion). In July Nissan awarded a $50 million account for the Infiniti, a new luxury auto to be introduced next year, to Boston's Hill Holliday, Connors, Cosmopulos ($290 million...
...become something of a TV cliche. Prime-time shows from Hill Street Blues to CBS's 48 Hours have appropriated the hand-held camera and other slice-of-life touches. Even commercial directors have tossed away their tripods: cameras wander about relentlessly, trying to sell "reality" as well as Nissan automobiles and Levi's jeans...
Ford will need a fleet of attractive cars to hold its own against the flood of rival models coming into the market. U.S. plants owned by Japanese companies, including Nissan, Honda and Toyota, are expected to produce 2.2 million cars annually by 1992, up from 618,000 in 1987. That will surely cut into the sales of the U.S. Big Three, which produced 15 million vehicles last year. Detroit fears the new competition because the Japanese plants, which generally employ nonunion labor, have been able to keep operating costs 15% to 20% below those of the Big Three. "We have...