The third scene is a close up of a man’s face and then the camera pans out to reveal that the man is really a prisoner in jail. He is painting a picture of mountains, which links to the opening scene. The subtitle at the bottom of the screen says, ‘A prisoner is not just a criminal’, which, again, means that there is more than what we see. The fourth scene first starts off in a distant shot of a couple that are kissing, and then it zooms to a close up of the kiss. The camera pans around to the back seat and a small child is sitting there, which shows a close up of the car. This shows that the car is a family car, which means that the car is big enough for the family. As we see the couple there is a sudden magnetism. The couple is used to reflect the fact that love lasts and so does the car. The subtitle at the bottom of the screen says, ‘A husband is not just a father’, which means that a man is not just any ordinary man and that there’s more to him that what we see, which reflects back to the car which means, that the Peugeot is not just any car, there’s something special about it. The lyrics link to this scene as it says ‘something inside so strong’ which means that the couple have a strong relationship and the lyrics mean the engine of the Peugeot too.
There is a sound bridge connecting the fourth and fifth scene, which is of a teacher speaking. There is diegetic and non-diegetic sound all through that seen. There is a close up view of her face. Camera pans around the class focusing on faces that are all multi-ethnical. The teacher is spiritual and dedicated which fits in with Peugeot to show that the creators of the car are dedicated to their work and to provide the world what they want. The subtitle at the bottom reads, ‘A job is not just a living’, meaning that people don’t just go to work for money, but to influence others, which is similar to the people who work to produce adverts. There are strong, emotional hooks throughout the scenes. The sixth scene is the showing the baby that the woman was giving birth to in the second scene. There is a freeze frame on the baby’s face, to emphasise the fact that a baby is new and unique, just like the Peugeot. There is diegetic and non-diegetic sound in this scene. A newborn baby can be very emotional, and the advert is emotional in itself. The subtitles at the bottom reads, ‘A person is not just a statistic’, meaning that a person is more than just a name, they have many other qualities other than a name, such as, personality, style, look etc.
The subtitle in the sixth scene links to the subtitle in the closing scene, which says, ‘307 is not just a number’, because a statistic is a number and 307 isn’t just any number for a car. In the closing scene, the word ‘Peugeot’ comes up three times. At the end of the advert, a caption comes on to the screen, which simply says, ‘The new Peugeot 307’
The person who wrote this emotional song, which features in the advert, is Labri Siffre. The lyrics of the non-diegetic sound throughout the advert are, ‘something inside so strong’, referring the Peugeot, meaning the engine of the car. That refers to the point that a doctor and the teacher need a good, reliable car to get to work. When this car was first launched, in the same year, it won the ‘The International Car of the Year’, so it was a successful car and advertisement to make the car appealing to the public.
The Ford Fiesta advert is approximately thirty seconds. At the beginning of the Ford Fiesta advert, it shows a man, lying on a sofa pretending he’s driving a car by making engine sounds and moving around like he might be in a car. There is, both, diegetic and non-diegetic sound in this scene with the diegetic sound being the man on the sofa. There is a voiceover saying, “Hey, get out more”, and then a caption is shown on the screen saying, ‘Get out more’. The camera then zooms onto the car through the window. The camera switches from scene to scene quickly with different camera angles and close ups, giving the audience just a glimpse of each scene and the car. At the end of the advert, it says, ‘Get out there’ and ‘experience the drive, don’t imagine’, which refers to the first scene where the man is imagining driving a car. The car is mentioned in the advert with a voiceover saying, “Ford Fiesta it’s out there”.
The Ford Fiesta advert is aimed at younger people and it shows this by putting fast pace music in the advert and also having all the actors in there being young. Another thing is that during one scene, the group of people inside the car go to pick up another friend, she opens the boot and it’s full of CDs. When she gets into the car, it slows down for a second and you get a glimpse of the interior of the car, but it’s in black and white due to a fish eye lens. This is because it’s different so it might make the audience remember the Ford Fiesta because there was an unusual scene in the advert. There aren’t any young children that feature in the advert; it’s mostly students, which is another sign that the car is aimed at younger people. The fact that there wasn’t any emotional seriousness throughout the advert means that this car is for enjoyment and for students who don’t have any commitments, such as, a family or a full-time job.
The lyrics that stand out from the non-diegetic sound are, “perfect harmony”, referring to the engine and that it has a smooth engine sound, which means that it’s a quality car. At the end, the screen shows the logo and the word ‘Ford Fiesta’. The camera pans around the car throughout the whole advert, so that the audience doesn’t focus on anything else but the Ford Fiesta. At the end of the advert, a caption comes on the screen and it says, ‘ Designed for living, engineered to last’, meaning that the car is made and it’s alive and running and that it will last for a long time before the engine dies and it can no longer run. After that caption, which is at the end of the advert completely, the man who was in the opening scene, puts his hands in the air and says “Thank you”, for letting him realise that he should be ‘out there’.
The Peugeot features the car three times throughout the advert, whilst the Ford Fiesta is constantly showing the car, so that the audience can’t forget what the advert is about while watching it. The opening, closing and middle scenes all show a modern city, which reflects the point that this car is modern and the actors in the advert are modern; and that was another way to aim this car at younger people. Everything around is constantly reflecting the car, which was the wet ground to show the reflection of the car in the puddle, the shiny glass, which acts like a mirror and the buildings reflect the car from the shiny, glass windows.
In the Peugeot advert, there are many close ups of faces with a lot of powerful intense, which means that it is a strong, emotional advert whereas in the Ford Fiesta advert, it shows close ups of faces which feature happiness and enjoyment.
In conclusion, although the adverts were advertising a similar product, they approached the public, successfully, in their own way to appeal to the public eye by using different styles and different types of non-diegetic sound to appeal to the audience whichever age they may be. The Peugeot 307 is targeted for an older person, a family, or a person who has responsibilities in life, such as a job whereas the Ford Fiesta is targeted at younger people who don’t really have responsibilities in life and have the car just for fun and going out with friends.
