How are cars advertised?

The second advert was on the t.v for the Audi “RS6 Quarto”. At the beginning of the advert you are unsure what they are advertising, because it shows a fence with light shinning through the gaps. This puts forward the idea that they are trying to keep something tamed or under wraps. Up till this point there are no sounds in the background. Then you see a raging bull that seems fierce and angry, there is also a man on it trying to keep it under control. Now in the background there is the noise of a heartbeat, which puts forward the idea of pumping adrenaline. This advert is fast moving without talking which creates tension and suspense. At the end of the advert the bull is tamed by the rider, this is shown by the rider grabbing the bull’s horns and the bull gradually calming down. Throughout this scene there is a close-up of this happening. This puts forward the idea that the car is powerful but can still be controlled. I think this cars’ target audience is men aged between the ages of late 30’s to early 50’s.

The third advert was on the t.v for the Renault “Laguna”.  The song “Come Fly With Me” is played in the background as a man enters the car.  The man entering the car is very handsome and appears to take ‘control’ of the car, like a pilot of an aeroplane.  The advert does split-screens and over-head shots on the man pushing buttons and images of gauges and dials similar to those that are found in the cockpit of an aeroplane.  This gives the very strong impression that the car is similar to an aeroplane not only in some of its internal features, but also perhaps in its powerful motoring performance.  The music is also used effectively, because the some of the lyrics, for example “……. Come fly, lets fly away” gives the suggestion that it is possible to literally “fly” effortlessly and comfortably in this vehicle. Throughout the advert you see a wide-angle frame of the car. I think the target audience for this car are young to middle-aged men, who are in to gadgets.

Advertisers still aim their car adverts at men on the assumption that men will associate a curvaceous, leggy blonde with the vehicle they are marketing. Although this may not be the case in circumstances when it is a family car, which then advertisers tend to use a family.  At the Motor Show, males walk around admiring cars whilst women in barely there items of clothing try to persuade them to be the cars. The industry still believe that women don’t understand the functions of a car, even though there are probably as many women as there are men that have a passion for cars.

There weren’t any striking differences that I noticed but what I found was similar was that the adverts were mostly targeted at young people or first-time buyers. This may be the case because younger people would want the best style, colour and facilities to stand out from their friends.

By Deanne Sandiford 10P