At the bottom of the image, there is a large block of white text reading “GADGETS FOR THE GIRLS”. Alliteration is used in this sentence to make it memorable and easy to read. It is also in such large font because it is making a statement of similar magnitude. The first line of the article relates this well: “For too long men have had all the great gadgets to play with … ”. Gadgets are the theme of this article: The owner is shown to have modernism and a healthy social life because they own the car, the advert suggests. This is shown with informal language. At the end of the advert, words are merged together to create a Micra language. Words in this language are generally oxymoronic and speak about opposites that can finally come together in the car. This is suitable for the target audience because these words are fluent, entertaining and social. For example: “Modern yet retro? “Modtro, of course.” This even appeals to many different personalities, since both sides of the scales are mentioned.
The target audience of the advert is mainly women, which is backed by the strap line: “Gadgets for the girls”. Also, the line with “… a load of leggie mates … ” suggests that the car is more suitable for people with healthy social lives and friends. People that are middle class are the target audience as well, since the advert is featured in The Guardian. Women with disposable and discretionary income are included in the target audience too, since many gadgets have high prices for tasks that are wanted, and not needed. The car can be called a gadget in this sense, as there cheaper alternatives to buying the Micra. Newer and younger drivers may want to buy a Micra because of the style and helpful gadgets it has. The image of the lips above ‘Do you speak Micra?’ appeals to these people as they may have time for relationships and the image suggests attraction.
The slogan for the advertisement campaign is “Do you speak Micra?”. This is a rhetorical question that refers to the language of Micra. By commanding us to grab a brochure, we can “… become fluent today …” in Micra. This makes Micra’s language seem exclusive and makes us want to see more about the car. Micra language was also a theme used throughout the campaign, so once we have seen the phrase once, we will be familiar with it next time.
Language techniques are also used by Nissan to improve the advert. There is a number to ring and a website they refer us to in formal language, but the rest of the article is informal. Sibilance occurs in the sentence describing the steering features: “… speed-sensitive power steering …” The sound of the words is very flowing and makes the reader feel more involved. Emotive language, like “Intelligent”, “Friendly” and “Crucial”, is mentioned too. These suggest to the reader that the car has feelings, which is appropriate since it is helping a woman get into her house in most pictures. This could be classed as personification as it could be taking the role of a boyfriend.
The advert succeeds in being open to people’s interests and it is very fitting with the target audience. In my opinion it should not have the word ‘Girls’ in bold because it may put men off reading it immediately, although women may be drawn in instead. Nissan have also included the logo for intertextuality, which is a good idea too. Finally, they have chosen to put a blue car, background and blue coloured lips on the advert. This is a good idea because blue can symbolize being calm: an emotion the target audience may want to feel.