The original message being put forth is how clean a Prius is, especially compared to a Cadillac Escalade, which has a much higher carbon footprint. The audience seems to be aimed at middle aged people, who are sick of paying for expensive gas, and want something new. I think ad is leaving out younger adults and older citizens, because most college students I know cannot afford an Escalade. The desire of the ad is to put comfort into those that buy a Prius, that it does not harm the environment and is 'good' for the earth.
Being a 'car guy' myself, I looked into the Prius and it's new technology (which isn't so new after all...). After hearing about the pro's and con's of owning a Prius, I soon found out that most of the general population just knew of the pro's. One example is the use of it's batteries, which have to be replaced every 5 years, and are not recyclable. Oh, and they cost about $6,000 to replace. But you won't see that in a Toyota ad, because the Prius is good for earth and if you buy one, you too will show that you care for the earth. I'm all for the environment, but I'm not going to toss more battery acid trash into a landfill. Statistically, a Toyota Prius does more harm to the environment over a lifetime than a Hummer H1 (which I wanted to use, but the ad in the magazine had an Escalade).
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