This project focuses on the Ford Motor Company and its take on advertising. The project aim is to analyse competitive advertising in the car manufacturing industry. In 2006 Ford came third in the world ranking of car makers behind General Motors and Toyota. Moreover, according to a list of total US advertisement spending in 2005, Ford Motor Company spent just under $2.4bn and came sixth in company ranking in the US. The analysis will concentrate specifically on the Ford brand as opposed to its parent, the Ford Motor Company which not only includes Ford as its main brand, but has acquired many others over the years including several premium lines to increase its product innovation and expand its car brands, such as Mercury, Lincoln, Volvo, Land Rover, Jaguar and a 33% stake in the Mazda