The Rover streetwise advert has pictures of daily life things such as coffee, donuts, a football, children’s Wellingtons boots and a shopping trolley with groceries inside the trolley. This indicates that the car is a family car and is aimed at married women mainly but can also be used by a family man to drive to and from work. The slogan for the advert “shrugs of life’s little challenges” is related to the pictures for example the child’s muddy Wellington boot. The donut would represent the father who is hungry on the way home or to work, the shopping trolley would represent that the car is useful for a family shopping spree. The advert also uses the word ‘Bump’ which is saying that even if a heavy load is in the car it can still go over speed bumps. I like the way the advert creates an image of characters in the readers mind, although you cannot see a physical person (image) but the pictures imply their existence. For example, like when I saw the picture of the Wellingtons, an image of a little boy was the first thing I thought of. The advert tells stories of different family lives because each picture relates to many things in everyday life. I wouldn’t buy this car because it’s Rover, and I don’t like rovers I don’t think they are good quality cars. However the way this car is designed is nice, it is an attractive car and I wouldn’t mind driving it. I appreciate this advert but due to previous experiences with rovers it fights the message. This advert also is not aimed at people like me.
The Fiat Stilo advert has three men in the left hand bottom corner wearing suits and sunglasses; they looked like they are from the seventies. It also has a large picture of a woman on the right hand side. The woman is dressed in sexy clothing and she is holding a bottle of fizz, I didn’t like the way this advert speaks about women and uses women as a sex object. If I was a guy reading this FHM magazine and I saw this advert, the first thing I would think of is “if I buy this car the females would be after me”. I didn’t like the colours used in this advertisement they were not nice, such as purple, pink etc very seventies colours. I think that the reason for the advertisers using the “seventies look” is because it gives the cool fashion image. Though the advert is mainly aimed at males and not females I wouldn’t buy this car, firstly because Fiat is not a good quality car and secondly the way the car is designed isn’t attractive. This advert is aimed at young boys aged seventeen and over the reason for this is because the car is cheap and some young teenage boys may be able to afford this car. I think this advert is poorly made because it gives very little information about the car which would indicate it doesn’t have much features, the only feature this advert mentions is a cup holder.
They layout of the Rover advert is different from the layout of the Fiat advert, the Rover advert uses solid colours and more pictures it also gives more information about the car and what its useful for, even the pictures shown in the Rover advert show’s the reader what the car can be used for and what its useful for and what sort of things it can handle E.G “kids muddy Wellington boots” and a heavy load etc. As for the Fiat advert it seems to be a useless car because all it seems to be useful for is a cup holder, I even think the picture of a sexy girl idea failed because if a female sees this advert, she would get really offended, where as the Rover advert is more attractive to both female and male. The fiat advert uses dull seventies colours which don’t make the advert interesting to look at; the colours in the Rover advert are primary colours and attractive colours to look at. The Rover advert is taken from the Radio times, a magazine aimed at people aged forty plus, however the Fiat advert was taken out of FHM magazine, FHM magazine is aimed at young teenage boys aged seventeen and over, Now I think the Rover advert fulfilled all the requirements needed to attract a family, but the Fiat advert did not fulfil all the requirements it needs to attract young teenage boys because the Rover advert shows that it’s a strong car and very useful etc it uses pictures to tell a story of typical family life…so I think that not even family people would want that car, perhaps even someone who is single because the car is designed nicely etc and is set out in a attractive manner. However the Fiat advert lacked in quite a few things that adverts need, such as more information about the car, the Fiat advert just tells me its purpose of existence is for attracting women and it has a good cup holder full stop! What the Fiat Company needed to do was speak more about what facility the car has etc young teenagers love gadgets and love strong cars, the Fiat does not bring out that image, it only shows some speed and that’s it.
Also the language used in the Rover advert shows some humour and personification but they use it in a clever way because they are informing the reader of how good the car is but at the same time they show some humour in it for example “From cones to shopping trolleys, tough, protective bumpers take it all in their stride. The chunky wheels don’t give hoot for potholes” when I read this quote I thought to myself its as if this car has feelings, because its saying the car doesn’t give a hoot (like saying it doesn’t care), I find this quote quite funny and informative. Where as the Fiat advert has no humour and no useful information for example: “with its dazzling wheel arches and sexy contours, the Stilo Abarth was designed to attract attention from the masses. Show them that being stylish isn’t tantamount to being shallow and place upturned copy of Whale Lovers weekly on the front seat.” Now if I was to break this quote down its telling me that if I buy the Fiat I would be elite, high class, sexy and unique this doesn’t really catch my attention because its not something I think that’s most important about a car, I’ve done some of my own research and I found out that the majority of people will look to see if a car is strong, good quality and useful.
In conclusion I have learned that different marketing tools and images are used accordingly for different populations. The Fiat advert didn’t work on me, neither did it work on some young teenage boys which I showed the advert to and got their opinions on the reason for this is because there is no useful information about the car it only speaks of sex, looks etc. However the Rover did catch my attention a little bit, though I don’t like Rovers I would consider buying the car because of how useful and strong it looks and sounds.
