Advert Analysis

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Advert Analysis

Advert A

Product: Suzuki Swift-Sports Car

Publication: Daily Express’ TV Guide

1. First Impressions

On my first glance, I quickly discovered that the product is situated in the centre of the advertisement: this is to draw imminent attention. I then noticed the bright and vibrant colours, which are attractive and appealing to almost any audience. The background notifies me that this car is for the adventurous and risk-taking motorists and hasn’t been designed for the careful and feeble population of drivers.

2. Graphics

The most noticeable graphic, located exactly in the middle, of the advert is the product itself: the car. This technique is ideal for a vehicle-based advert because it shows the readers exactly what is being sold. The car is shiny – almost juicy – and bright red; similar connotations to love. This effect exploits with the reader’s feelings and emotions. Therefore, Suzuki is insisting that this vehicle will be the new love of your life. On the other hand, an alternative interpretation is available. If you look closely at the front of the car, a vague face shape is visible. The glowing of the headlights – or eyes – and the gnashing teeth – or grill – constructs an angry atmosphere. With the addition of the raging red, the vehicle contains the features of aggressiveness.  

Considering this is the ‘sports’ edition, the stance of the car is vital. Significantly, this advert has positioned the car in a way, which emphasises its sleek lines. Firstly, the car is shot at an irregular angle. This specific angle creates a sense of speed and also a sense of individuality. Most things are shot horizontally or vertically; however, this product is different. This product ‘bends the rules of physics’: it is shot diagonally. The shot is also taken looking up at the car. This technique makes the car seem omnipotent; almost god-like. This creates the impression of the audience bowing down to the dominance of the vehicle.

The car appears to be coming forward. This gives an idea of ‘out with the old and in with the new’: the car, evidently, representing the new. The front wheel is sharply turned. This suggests that the car is spontaneous and always on the move. These features emphasise the connotations of the model names: ‘swift’ and ‘sport’.

Behind the vehicle sits a broad leaning architectural structure. This obscurely fascinating building is certainly individual. The enormous ‘work of art’ extends the idea of the product being individual and shows that this car is anything but ordinary. The bright white construction along with the deep, vibrant blue creates a contrast in colours. With this specific combination of contrasting colours, attention towards the glowing red is inevitable.

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The background subtlety adds to the overall effect. The advert is shot in the evening; therefore, the apartments all have their lights on. This adds to the excitement in the atmosphere and also creates a rebellious attitude for the product. This, especially, will attract young males. Considering that that market is the one most interested in speed and sport; this effect is ideal.

The finishing touch is created by the Suzuki’s ‘S’ logo. This graphic is situated at the core of the advertisement: the front of the car. It’s destined to catch your eye due to its shiny glistening effect. ...

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