ANALYSING ADVERTS
Car advertisements usually aim to attract buyers by concentrating on a certain value, which the car has.
Many of the adverts are also very witty, which is a device used to attract buyers. The main aim of
advertising is to persuade the buyer to purchase the item, which is being advertised. Advertisers use a
variety of devices to achieve this.
In one of the Audi adverts, your eye immediately focuses on the ice-hockey player. The reason why
Audi has used this image is because; it is there to make you feel safe but also to emphasise the notion
of danger, speed, power and excitement. These are the qualities, which ice-hockey players have. These
ideas are then captured by the idea of protection. The reason why Audi has carefully selected an ice-
hockey player is because; this sport is very dangerous and physical. Audi wants the buyers to know
that even with this danger you are extremely safe, they want you to enjoy the dangers, which the car
offers. They express the idea of safety using reassuring text like; "Airbags standard" "Side impact
protection extra". The car has been personified by making all of the parts of the car into an ice-hockey
player. There are also other qualities in the image. The image gives us a sense of luxuriousness and
attractiveness, as well as thrusts of power and endless amounts of excitement. An extreme sport
requires great safety, this is because of its shear danger and it's need for speed. This is linked with the
text, "Front and rear airbags". These notions suggest that the car is roaring with power and has the
capability of a thrilling drive, but inherently safe. These two images have been juxtaposed, the idea of
power and speed with the luxury and safety. The front is quite small, this is because the image is
dominant and small amounts of text is required.
On the second Audi advert you immediately concentrate on the skier. This has already set your
conscious off. The skier is made up of parts of a car, which is once again using personification. A clever
device, which had been used, was, turning the satellite navigation system into the brain. This is also
more personification. The reason why Audi have used a skier in this advert is because they are
advertising the new sleek, dynamic gearbox in their new car. This also suggests control and speed in the
car. Because skiers are smooth, sleek and can easily glide down mountainous slopes, this is reflected in
the text. Adjectives such as, "Seamless" show this. The advertisement shows anonymity, and the way
the viewers realise that it is an Audi car is by noticing the Audi symbol. The text is small but readable.
This is because Audi would like their great reputation to sell the car, using the advert to help it ...
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advertising the new sleek, dynamic gearbox in their new car. This also suggests control and speed in the
car. Because skiers are smooth, sleek and can easily glide down mountainous slopes, this is reflected in
the text. Adjectives such as, "Seamless" show this. The advertisement shows anonymity, and the way
the viewers realise that it is an Audi car is by noticing the Audi symbol. The text is small but readable.
This is because Audi would like their great reputation to sell the car, using the advert to help it along.
The gearbox has been highlighted by short sharp sentences. The use of adjective such as, "Seamless
acceleration" is very affective. Even though this information is presented to you, the advertise still relies
on the visual appeal. The text also gives the feel of the car being fast and fun, but safe and practical.
In the third Audi advertisement your attention was focused on the frog, which is personified so the
car parts are made into the frog. The frog projects the feeling of stability, and the ability to stick to the
road in any condition presented. This device is used so that families can be attracted into buying the
car. The box is once again below the picture, and highlights the new features such as, "Brake assist"
and "Traction Control". This is another device used to attract those people who are interested in these
new features of the car. The car is the same car, which was used in the other adverts, but this advert is
advertising a new specification of the car. One main difference is the camera angle, which the car was
shot at. This time it had been shot from an Aerial view, suggesting stability and it's meant to make the
buyers smile because the advert is made to look as if the car is stuck to the road, like the frog. These
advertisements are in a series of advertisements, which advertise the Audi A4, underlining the new
advanced feature of the new Audi A4. Each of the advertises concentrate on a different feature of the
car.
In each of the Audi advertisements the car is continually being personified. Each advert has also been
shot from a different camera angle and from different heights. This is done so that different views of the
car can be viewed. This is a desired effect to give each advert a sense of individuality. When all of the
different devices are used it creates innovative adverts, which suggests an innovative car. The
reputation of Audi is outstanding, therefore little text is required in the adverts, and Audi are hopeful
that their reputation will sell the car in the three advertisements. All three of the advertisements use high
tech language and complex descriptions of the features, making the new car sounding very modern and
advanced. Audi have also used personification in all of their advertisements. I think that the adverts are
effective, but a little complicated for some people. I believe that by making this series of adverts Audi
will attract many customers and, these customers will be persuaded into buying Audi products.
In the first of the Vauxhall advertisement your attention is focused on the large bold text, which says,
"Same heart, and different animal". This title is already suggesting two different points. Firstly it is
personifying the car by making it into an animal and making the engine into a heart. This now gives the
effect of animal magnetism. It is also making a so-called "boring" saloon into a desirable sports car.
Because it has the same engine as the VX220 it is putting an element of fun and performance into the
car. They still keep it a salon so that it can appeal to the younger generation and also to the families.
The use of personification arouses the sense of curiosity, and the natural effect of this is to create
animal magnetism. The text carefully describes the Vectra, "2.2 Litres engine and alloy wheels" all of this
makes the car attractive and desirable, this is what may catch the younger generation to buy this car.
The writing is persuasive because of the use of adjectives, and also it presents detailed information
about the Vectra. The Vectra is in a more prominent position then the VX220 in the picture. The aim of
the advert is to increase the amount of Vectra's sold. They are trying to achieve this by making the car
more appealing to a wider age range. Vauxhall have succeeded in this area by keeping the practicality
but adding a sense of excitement, power and outstanding performance, by making the car more
attractive. This is justified by the use of animal magnetism. The use of bullet points is very noticeable,
and persuasive. For example, they quote things like: "Abs, CD-Player and Airbags". Vauxhall also have
a company motto, "Raising the standards". This means that they are trying to advance forward with
their new sleek, sporty saloon.
In the second Vauxhall advertisement your eye is diverted to the pun, "Power Trip". The title is
already suggesting notions about the car. The buyers are told about the amazing power that the can
has, and also the ability of a smooth ride. The advertisement also had personification in it. It has been
personified by making the engine of the can into a heart. This idea has also been juxtaposed with each
other. The car has been described as"thorough bread"; this is implying that the latest model is the very
best in its class. The very complicated language, which describes the car, is made to make the car sound
very complicated, yet desirable. The text includes like notions like, "stunning new 3.2i V6 quadcam
engine", this is emitting the idea that the car has got endless amounts of power. The new Vauxhall is
also emitting the idea that this car has all of the things, which normal sports cars have, but also all the
things which luxurious cars have. This is a car with the best of both. The language shows that the car
has great looks and importance; this is shown by text like, "high on its agenda" and "for those who feel
comfortable with power". This shows that the car is of high quality, and you can only drive it if you
know how to drive a real high-performing car. The language is very forceful and emphasises the quality
of the gadgets. "Electronic Climate Control" shows this and "A super-smooth automatic transmission
with sports mode". Vauxhall are once again trying to make a car, which will appeal to a wider age range.
They are achieving this by making the car powerful and exciting, whilst keeping the comfort and
luxuriousness. We can tell that it is supposed to challenge sports cars by, "Uprated Sports
Suspension". This means that the car has all of the required features to make it ride as smooth as a
normal sports car, and even better. The image is above the writing, this is because they want the picture
of he car to show what is written below. The image has been photographed whilst on the move, going
round a bend. The advertisers are showing two important, necessary features in the image. These are,
the ability to manoeuvre around a corner whilst travelling at a high velocity, and still being stable and
firmly attached to the road. That is what the advertiser wants us to think, the car is about. "For those
who feel comfortable with power", the advertisers are challenging us, can we take the power of the car,
and go for the ride of our lives.
In both of the Vauxhall advertisements there is an aim to capture the eye of the younger generation
and also the older generation, with families. They are trying to do this so that they can sell more cars.
They are achieving this by making advances in technology, which surrounds the interior of the car, and
also by improving the performance of the cars.
In all of the advertisements, which I have, reviewed personification and animal magnetism is used. I
believe the reason why the advertisers want to use this is because, of the feeling, which we receive
when, the buyers think of a car being an animal. To see an attractive car like a sweet animal. They hope
that the "arhhh" feeling will be associated with the car, and will take over the mind of the buyer.
I believe that the most effective advertisement was the series of the Audi ones. I think that the series
was very effective, because each one was advertising a different concept of the Audi A4. They were all
based around the same car. Audi have managed to make their advertisements very eye catching, and
made the images a good eyesore. When the eyes hook on to the image they are stuck there. This is
because there is a sense of curiosity in their mind. The most importance reason is because, they have
showed all of the information they needed to, on a page, which has no movement, and is in still life. This
is very hard to achieve, but Audi had conquered this very cleverly.
GURVEER SINGH POONIA 11ED
