Deconstruction of the sequence of advertisements for the Fiat Punto.

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Deconstruction of the sequence of advertisements for the Fiat Punto

Advertising is a tool used to present goods or a service to the public to encourage sales or publicise products.  Advertisements are made in such a way that they put information into our minds without us realising it.  Advertisements play on people’s emotions, desires, needs and security.  In advertisements there is the overt meaning that we see, but also there is a covert meaning, which unless looked into closely, we may not realise.  Companies realise this and us it to their advantage, they know that costs spent on advertising can be returned through the interest shown in their product or service.  The better the advertisement the higher the interest.  An advertisement will often appear before a product or service is launched. This creates a market for the product by peoples perception and anticipation.

I watched a sequence of advertisements to publicise the Fiat Punto car that reflects a variety of advertising techniques.  They are all set around an Italian theme, and play upon stereotypical ideas about Italy and gender differences when it comes to cars.

First advertisement in the sequence.

The first advertisement starts with a black screen and white font, this being the opposite of what our eyes are used to.  The writing is in a swirly font, like someone’s handwriting making the audience feel that it is a person saying it to us so we will be able to relate to the message.  We hear “Are you ready for a passionate encounter? Are you ready for a little spirito di Punto”.  This is a very lyrically flowing phrase, implying that if you are driving in a Fiat Punto car you will have ‘a passionate encounter’ and most people would respond positively to this idea.  Reading this is a sexy sounding Italian woman enhancing the desired effect of a sexy and romantic car.  Using the romantic theme it prompts the audience to think about the romance in their lives bringing happy thoughts into their heads and then relating these to the Fiat Punto. This is an effective start to the sequence.

The music used is by ‘Andy Williams’ singing ‘Music to watch the girls go by’ the lyrics to this song fit the storyline.  The song is a very happy song with a strong beat to it making us feel alive and good-humoured.  The advertisement goes to an Italian street looking clean and the sun is in the sky, with a Fiat Punto driving down the road with a young couple inside.  This is an environment, which would be desirable for many people and it show that the people in the car have fulfilled our desire, as we would like to be in their position.  The couple used are young, attractive and well dressed; therefore the audience feel we would look attractive and well dressed also if we were driving this car.  We feel that we could have a share in this attractive lifestyle.  We are being sold an image.

As they are driving down the Italian street the woman is driving and the man is in the passenger seat. The woman in the driving seat suggests that the car’s target audience is women.  While they are driving down the road there are many young and attractive women strolling by.  The man begins to watch them and the camera is placed at his eye level as he is focusing of the bottoms and the breasts of the women.  This would appeal to the male audience because they like to ‘observe’ women, and they put themselves in place of the man seeing what he sees and share his interest and pleasure.

The woman notices that the man is watching the other women and becomes jealous; the female audience will relate to this thinking that something like this has happened to them.  She becomes more and more frustrated with the man and as a result decides to take revenge on the man.  She drives the car to the side of the road, beckons to an attractive man pulls him into the car and kisses him. This is her way of taking revenge on the man, which is shown in a BCU (big close up), which gives the image emphasis.  Women will feel pleased that she has done this thinking that the man has been put into his place, and will now not dare to look at other women again.  Women will think that it is a good idea by the woman and relate the feeling of pride to the car; another happy feeling towards the car is then created.  Women who take matters into their own hands drive this type of car; most women identify with this idea and admire the women in the advertisement.

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Then man in the car then becomes shocked, then realises why she has done it and they laugh about it.  This shows that they have a stable relationship with which they are comfortable and, comfortable with their relationship with the car.  A sports car then drives next to the couple’s car with another attractive woman in but the man doesn’t look this time.  Instead he looks into the car and covers any possible view of the woman with his hand, showing that he has learnt his lesson and is not going to risk doing anything that would result ...

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