Midterm Paper

Project #1

I am going to be writing my paper on Ford Motor Company's new MyKey technology. I would like to write about how emotional marketing is going to be the main strategy in the advertising campaigns. The MyKey technology is intended to promote safety amongst teenage drivers by allowing parents to set speed, volume, and seatbelt settings on the car's key. The new technology will begin with the newest model of the Ford Focus so I would also like to reasearch how this new technology can not only be adopted by other Ford vehicles, but how drivers (especially parents) would accept or reject the idea.