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Advertisement campaign's for cars.

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Introduction

English Media Assignment The first advert we viewed was a new advertisement campaign by Jaguar. This advert is difficult to describe due to the lack of narrative and flow. The advert starts with a sensual first image of a woman dancing in a nightmarish surrounding, a bleak wooden backdrop with a winding tree. The advert is littered with these images of women in nightmarish surroundings and is divided by images of the Jaguar driving in vast countryside and some sort of storyline which is hard to decipher. The images are given in the advert in a fast and furious way over the 30 seconds period which the advert lasts. This montage of images is so speedily fed to the viewer that a total of 32 frames are shown making it more than a frame per second. The 32 frames are accompanied by a haunting song called 'Wicked Game' by Chris Isaac, in which he sings about falling in love which he doesn't want to. Some of the lyrics are "And I don't want to fall in love with you." The advert attempts to show what the maker's view of the car's new image is, a fast, sexy image. The Skoda advert is a contrasting advert to the Jaguar advert as Skoda is attempting to make a new image for itself in a totally different light and attract new customers whereas Jaguar are simply looking for a different age range for their buyers. ...read more.

Middle

Another difference between the Jaguar and Skoda adverts is the choice of narratives used in the adverts. The Skoda advert uses a clear narrative by using a conversation between the Salesperson and the customers to get the adverts point across that the car has come a long way in terms of quality and performance, "which for some, is still a problem". It shows that some people still think that Skodas are the same as they have always been, unreliable and unfashionable. The Jaguar advert, however, is a sharp contrast to the Skoda advert using an abstract narrative to convey the meaning of the piece. The story is told using the lyrics of the song to summarise what the advert portrays when it says "What a wicked game to play, to make me feel this way". This attempts to say that the buyer doesn't want to love the car, trying to resist temptation to buy the car but eventually temptation gets the better of the buyer and they buy the car. The overall impression of both adverts leave the viewer with quite different opinions of the cars, this is mainly due to the narratives used by the adverts. With the Skoda advert being plain and simple it leaves the viewer with a clear idea on what the meaning of the piece was. ...read more.

Conclusion

I feel that it is mainly for men but it is showing that women can drive the car as well, which is why it shows a woman driving the car. The advert attempts to appeal to a wealthy audience as it shows women in expensive, possibly designer clothing and shows parties, suggesting wealth. My views on both adverts are that they were both successful but that in my opinion that the Jaguar advert was the more successful one as it made me think and therefore was the more memorable piece. I think this is due to the lack of narrative, which made me think about what the piece was about and I had to formulate my own views and opinions on the advert. I feel that the Skoda advert was a good piece but it was a little too simple to understand and therefore didn't make me think as much after the advert had finished. I also think that the choice of narrative used by the adverts made me remember them more. The Jaguar advert, using a haunting yet memorable song by Chris Isaak made me associate the song with the advert, so every time I hear the song I remember the advert and the Jaguar, which could persuade me to buy one, if I could drive. ...read more.

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