1. First ImpressionsOn my first glance, I quickly discovered that the product is situated in the centre of the advertisement: this is to draw imminent attention. I then noticed the bright and vibrant colours, which are attractive and appealing to almost any audience.
The background notifies me that this car is for the adventurous and risk-taking motorists and hasn’t been designed for the careful and feeble population of drivers.2. GraphicsThe most noticeable graphic, located exactly in the middle, of the advert is the product itself: the car. This technique is ideal for a vehicle-based advert because it shows the readers exactly what is being sold. The car is shiny – almost juicy – and bright red; similar connotations to love. This effect exploits with the reader’s feelings and emotions.
Therefore, Suzuki is insisting that this vehicle will be the new love of your life. On the other hand, an alternative interpretation is available. If you look closely at the front of the car, a vague face shape is visible. The glowing of the headlights – or eyes – and the gnashing teeth – or grill – constructs an angry atmosphere. With the addition of the raging red, the vehicle contains the features of aggressiveness.
Considering this is the ‘sports’ edition, the stance of the car is vital. Significantly, this advert has positioned the car in a way, which emphasises its sleek lines. Firstly, the car is shot at an irregular angle. This specific angle creates a sense of speed and also a sense of individuality.
Most things are shot horizontally or vertically; however, this product is different. This product ‘bends the rules of physics’: it is shot diagonally. The shot is also taken looking up at the car. This technique makes the car seem omnipotent; almost god-like. This creates the impression of the audience bowing down to the dominance of the vehicle.The car appears to be coming forward. This gives an idea of ‘out with the old and in with the new’: the car, evidently, representing the new. The front wheel is sharply turned.
This suggests that the car is spontaneous and always on the move. These features emphasise the connotations of the model names: ‘swift’ and ‘sport’.Behind the vehicle sits a broad leaning architectural structure. This obscurely fascinating building is certainly individual. The enormous ‘work of art’ extends the idea of the product being individual and shows that this car is anything but ordinary.
The bright white construction along with the deep, vibrant blue creates a contrast in colours. With this specific combination of contrasting colours, attention towards the glowing red is inevitable.The background subtlety adds to the overall effect. The advert is shot in the evening; therefore, the apartments all have their lights on. This adds to the excitement in the atmosphere and also creates a rebellious attitude for the product.
This, especially, will attract young males. Considering that that market is the one most interested in speed and sport; this effect is ideal.The finishing touch is created by the Suzuki’s ‘S’ logo.
This graphic is situated at the core of the advertisement: the front of the car. It’s destined to catch your eye due to its shiny glistening effect. The shimmering silver also creates a classy and expensive look, which, of course, is attractive to any person of any interest.3. LanguageThe first piece of copy that catches my eye is: “The New Supermini “. These three words create an idea of being an upgrade to a previously flawed model: this new model is flawless.
The description, which is displayed underneath “The New Supermini “, starts off with a simple sentence: “This is not for the nostalgic”. This phrase is straight to the point and targets it’s audience by “blowing off” an alternate socio-economic group. The next sentence clearly states that this car is for modern drivers who want to take the next step in the car industry. The paragraph continues with a long list, which emphasises its range and variety of available features.
The advert also uses the technique of repetition in this paragraph. The word ‘new’ is used again and again to get the product’s uniqueness recognised.The price is situated at the bottom of the advertisement to prevent the audience from being put-off of the car.
Because of this, all the positive and exciting features will persuade the reader into being interested in the product before any mentioning of finance. The advert also hasn’t displayed any fixed price; its used ranged pricing (ï¿½7,799 – ï¿½11,499). This technique reduces the impact of negativity, this is crucial; at the end of the day, prices aren’t the most attractive feature of an advert.’Way of Life!’ is the slogan of Suzuki.
This suggests that the car is so special and so addictive, that driving turns into a pleasurable experience – almost a religion – instead of a chore. The exclamation mark amplifies the meaning behind the slogan as well as increasing the excitement of the product and of the brand.4. SummaryAfter thoroughly analysing the advertisement, I clearly discovered that the targeted audience is the young and outgoing segment of the population; specifically males. This company has designed its advert in a way, which attracts this specific socio-economic group ideally. Some of the factors, which create the attraction, include the distinctive rebellious attitude, the vibrant colours and also the adventurous atmosphere.In my opinion, the biggest strength of this advert was the use of graphics. The background was carefully designed to ensure that no space went to waste.
The product was also well designed. As they say: “A picture paints a thousand words”.Advert BProduct: Seat Altea XL CarPublication: Elle1. First impressionsOnce again, the first thing that strikes me is the product, which is placed directly in the middle of the page. I then quickly took into account of the setting.
This specific background creates a calm and relaxed atmosphere, which immediately sets the scene of whats to come.2. GraphicsThe Seat Altea XL is located near the middle of the advertisement. Like the Suzuki advertisement, this technique is used to create imminent attention to show the reader exactly what is being sold. The colour chosen for the car is metallic silver. This colour is quite neutral; therefore, no arguments are created between the family. It also gives the car a more professional and sleek edge.The vehicle is shot so it appears as if it’s driving away.
This effect makes the audience crave for the product. The car is almost saying to the reader: “buy me while you still can”. Similar to the Suzuki advert, the front wheel of the Seat Altea is sharply turned. This creates a sense of spontaneity as well as showing its subtly menacing side.The selected background for the advertisement is the scene of a beach; this setting constructs a calm and laid-back atmosphere for the audience. The majority of families all enjoy excursions to the seaside, and considering this advertisement is targeted at families, the chosen environment is ideal.
However, I feel that the colours used for the background are ineffective. Beaches are – stereotypically – bright and happy places. However, the colour scheme that this advert has used is quite dull and miserable: not family friendly. I think the advertisers have used this colour scheme because it’s the ‘safe’ option. Unfortunately, it hasn’t worked in my opinion, and I don’t think it will add to the appeal for the target audience either.
As well as the background’s colour scheme, I also spotted another flaw in the setting. The shot has been taken at an angle where two thirds of the advert is covered by a bromidic grey road. I once again think this technique isn’t useful due to it occupying space that could have been used more productively.
3. LanguageThe first portion of text that catches my eye is, coincidently, the first part. “Upside: there’s space for the whole family. Downside: there’s space for the whole family”. These two sentences use ironic humour as well as repetition; this creates an informal atmosphere as well as adding to the laid-back attitude.
The paragraph, which is situated near the bottom of the advertisement, displays a few features of the product. The advert cleverly writes this paragraph to ensure it caters for a larger audience when it writes about its available room and then quickly switches onto what sort of speed the engine generates. This effect works well because it increases the range of its potential buyers. The last sentence of the paragraph brings more humour into the advert with a well-known phrase: “Are we there yet?”. Everybody is familiar with this saying and the audience therefore becomes personally involved with the advertisement.The price is used in a small font as well as being the cheapest figure for the car. Similarly to the Suzuki advert, this technique reduces the negative impact.The last sentence reads: “Space for more than just family”.
Not only does this sentence emphasise the space available in the car, but it also lets the reader’s mind ponder on what the “more than” could be. For example, if a father was reading this advert then he might be excited on the fact of being able to purchase more advanced camping equipment. Likewise, a mother could be indulged in having more room for a future car boot sale.Also similar to the Suzuki advert, this advertisement has a word that is repeated several times. The repetitive word is ‘family’. This technique is used to ‘hammer in’ the sense of the product being suitable for families. This motivates the buyer – most probably a parent – in having the vehicle to prove to him or herself that they are a better mother/father.
4. SummaryAfter analysing this advertisement I can evidently see that the audience targeted is for families; specifically ones that enjoy going on trips and excursions. The laid-back atmosphere, beach setting and spacious emphasis are some of the main factors, which would appeal to the target audience.In my opinion, this advertisement’s strong point is the use of language. Each sentence creates an effective – yet different – approach to the last. The techniques include humour, persuasive motivational repetition as well as friendly and familiar phrases.
This language variety makes up for the not-so-effective background.ConclusionThese two adverts use different approaches to appeal to their target audiences. Advert A uses graphics and colour to attract their young and modern audience. However, Advert B uses sophisticated language variety to get their reader’s interested.
My personal favourite would be Advert A. This is due to the vibrant colour scheme as well as the rebellious attitude. However, the advertisement that is most likely to attract their chosen target audience is Advert B.
The main factor in my decision was the use of language. Visuals are good for first impressions, but when purchasing an expensive product, buyers need to be deeply persuaded and I feel that Advert B does this extremely well.