The text is mainly addressed to parents, but can include grandparents and any other adults responsible for children in a car. The audience may receive this text positively because it will make them think about safety when purchasing a car, a family car. People buy cars when they need to. They are such an expense that the decision on which car to buy isn’t taken lightly. Peugeot are trying to pull the audience toward the safety features of their cars; implying if this car is brought then your family will be safe or safer.
Peugeot are hoping the image will make the audience go to a Peugeot dealer, where a trained salesperson will then step in and sell the car. The audience will read the safety aspect of the text and will then carry on and read the copy at the bottom of the advert. Peugeot are cleverly pulling on the heartstrings of caring parents. They reach out to the responsible parent/s by using the strap line “where you know the kids are safe” The copy at the bottom of the advert, in smaller text keeps you reading by reaching the children every adult…”isn’t just an adults plaything”. Then go on to say “It’s also a car for responsible mums and dads.” Giving the audience a reality check back to the fact they have to be responsible implying, with this car you can be both. The copy then goes on to include all the safety features. Using the children again by having “Above all though, their life is in your hands. And feet.” The break features are then stated. Reminding the audience they are in charge of the car and their children’s safety, but the car has all these safety features to help you with this task. They finish this copy with “one place you know it’s safe to turn your back to the children” reassuring the audience of the extent of just how safe this car is.
The genre of the car advert has more recently been focusing on the safety aspects of car selling. Like other car adverts the product is central and silver with information on the car at the bottom in smaller font. Even smaller font is the technical information including telephone number and web-site address. All of which are the conventions of a car advert.
“Peugeot 306. Not just a number” is the company strap line, which is ironic. The irony is the number of the model is what makes this car and all Peugeot cars marketed globally. The use of numbers are the same around the world therefore the image of this text can be used around the world with the same effect. So along with the logo, the numbers become part of its global symbol for this car company.
Peugeot is part of the PS Peugeot Citroen group. Its global market includes countries in Latin America, Asia and Pacific, Africa and the middle east, Europe and Non European countries including, among others Czech republic, Romania and Slovakia. This global company can use this advert in all of these countries by changing only the copy. One thing we have as a global community is the safety of our children.
