Advert Analysis : Seat Ibiza, Fiat Punto and Lexus Motors
In this essay I will be looking at three adverts promoting the purchase of cars. I believe that all of these adverts appeal to a niche audience, the prospective car buyer, as they are unlikely to stimulate an impulse purchase. The first advert I looked at was for Fiat Punto. The first shot you see is a long shot, which shows a very dirty car driving away from a volcano, which is erupting, the background sounds confirm this. The car appears to be travelling at a great speed. They are driving down a winding mountain road. The situation they are in is extremely unrealistic.
The mountain has lava flowing down it. All of the colours are grey apart from the lava flow, which is a vivid orange. A front shot of the car shows the viewer that there are two indistinguishable silhouettes in the car. The volcano is erupting violently and the driver is showing some very skilful cornering to avoid falling debris. At the climax of the advert when the sky behind the car is completely grey, the car stops and a man and woman get out from the car, the woman from the driving side. She shouts at the man, over the noise, “Right, if you can do any better, you drive.
” They change sides, the man gets in and the car drives off. The Fiat logo and website address are then displayed. In the background you hear the man blame the woman for getting the car dirty. This advert is aimed at couples wishing to buy a car. They would be able to empathise with the two people, and have probably said the exact words to their partners before. When watching the advert, as a viewer you are surprised that the woman is driving, as it is not the stereotypical image. This is very clever and increases the appeal of the product immensely.
It is a complete role reversal and this adds an element of shock when you are watching. The closing on screen caption “A safe car in a Dangerous world,” is applied to the advert, but also to everyday life. It suggests that whatever is going on outside the car, you will be safe inside. It does not back up this statement by listing any safety features, but instead shows them by the quality of turning and control. To improve this advert the two people could look like they are being chased by a volcano, as when they leave the car they are both very smartly dressed and look very well groomed.
Also the website address didn’t catch my eye and I only noticed it on a second viewing. There is nothing in the advert, which is likely to cause offence to any one of any age, race or sex instead quite the opposite. I think women will be very happy to see this and it is a very feel good advert. The second advert I looked at was for the Seat Ibiza. It opens with a shot of a man driving a car through an old castle. It all looks quite medieval. It swerves to avoid a piece of garlic, which had fallen off the back of a horse drawn carriage.
It goes into slow motion when it skids to avoid the garlic. The music is very gothic and peaks when the film slows down. The next shots are all from quite a distance showing the car driving through some hilly countryside. As he turns the corner there is a spinning crossroads road sign, which he power slides round. You then see a close up shot of his face, which looks extremely worried. The music calms down and the car pulls up. Another close up of his face reveals that he has vampire fangs and it becomes obvious why he was avoiding the garlic and ‘cross’ road sign.
Then a female voiceover reads, “Good news for vampires, all Seat Ibizas have air conditioning instead of a sunroof. ” While she is saying this, the vampire innocently opens the sunroof and disappears in a puff of smoke. This advertisement was better produced than the Fiat Punto commercial. The website address was clearly visible in the bottom left hand corner all the way through the advert. The colours were very dark and cloudy. The car looked out of place in the road with the Horse drawn carriage.
It was similar to the Punto advert in the way that it had a twist in the tale at the end. The vampire turning into a puff of smoke was very symbolic of good versus evil. Of course it is not good news for vampires that they have air conditioning, but it is in fact a clever way of the advertiser making you subconsciously take a mental note. The music sets an eerie atmosphere right from the beginning. Although it was a generally good advert it did not sell the product very well and afterwards I was left thinking more about the vampire than the car.
To improve the advert they could have used a familiar face or celebrity to be the vampire. The third advert I looked at was for Lexus motors. It was not advertising one product, but the brand name in general. It starts off with a boy arriving on a bike with a bucket of water and a sponge, at a large stately home. He starts to clean the car, which is on the drive. The car is extremely dirty. The young boy is being very meticulous. He is removing stones from the tire tread and polishing the car badge. The camera shots range from a close up shot of his face to a shot from inside the house.
When he has finished, the car look really good and the paintwork glistens in the sun. This shows that the car is well built and is good quality. He goes and knocks on the door and a middle-aged man answers. After an uneasy silence the boy gives the man a i?? 5 note for the privilege of cleaning the car and cycles off. Like both of the other adverts it contains a twist at the end. I found it very fun to watch and sold the product very well. There’s no music in this advert, just sound effects. This is a pleasant change and makes this more original and catches you attention.
I think that the advert is aimed at the richer car buyer, as a wealthy looking man in a big house is shown as the owner of the car. A richer person would feel like they could relate to him. I don’t think they could have improved the advert. All the adverts were very good, and had a twist in the tail. My personal favourite was the one for Lexus. I think it was well put together and easy to watch. The other two adverts were both good but could have been a bit shorter. The shorter adverts seemed to stay in my head and were easier to remember.