Advertisement campaign's for cars.

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English Media Assignment

The first advert we viewed was a new advertisement campaign by Jaguar. This advert is difficult to describe due to the lack of narrative and flow. The advert starts with a sensual first image of a woman dancing in a nightmarish surrounding, a bleak wooden backdrop with a winding tree. The advert is littered with these images of women in nightmarish surroundings and is divided by images of the Jaguar driving in vast countryside and some sort of storyline which is hard to decipher. The images are given in the advert in a fast and furious way over the 30 seconds period which the advert lasts. This montage of images is so speedily fed to the viewer that a total of 32 frames are shown making it more than a frame per second. The 32 frames are accompanied by a haunting song called ‘Wicked Game’ by Chris Isaac, in which he sings about falling in love which he doesn’t want to. Some of the lyrics are “And I don’t want to fall in love with you.”  The advert attempts to show what the maker’s view of the car’s new image is, a fast, sexy image.

        The Skoda advert is a contrasting advert to the Jaguar advert as Skoda is attempting to make a new image for itself in a totally different light and attract new customers whereas Jaguar are simply looking for a different age range for their buyers. Skoda do this by giving the viewer a clear view of its ideas, giving a clear narrative showing an overweight man, a typical ‘old’ Skoda driver wearing non-matching, non-fashionable clothing to further stereotype the image of an old Skoda driver. The advert is not a hard one to understand as the ‘old’ Skoda driver is scared by how far the car has come and he doesn’t like that the cars now have a quality which was lacking in the old image. In the advert the stereotypical Skoda driver is being driven by a salesperson, who is trying to sell the car. The Skoda driver seems uncomfortable with how far the car has come and when asked if he wishes to drive the car agrees but when he gets out of the passenger side to get into the driving seat turns and runs across the field. This is a very funny image of the stereotypically fat man running across a field. I think this is done so that the viewer takes this away with them and is likely to talk about it to friends, increasing the popularity of the advert and hence increasing the chance of someone buying that car.

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 I think that the main difference between the Jaguar and the Skoda adverts is the sophisticated nature of the cars. When the Jaguar advert says “The new Jag Generation” it is saying that it is the popular, more sophisticated car and to stand out from the crowd you should buy the car, to be popular and respected. However, the Skoda advert is showing how unfashionable the ‘old’ Skoda cars were by showing the customer as the stereotypical, old fashioned, glasses wearing and generally unkempt image of its drivers. Attempting to show that buying the new Skoda would be to ...

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