Media forms- what advertising techniques are being used?
The advert uses humour to keep the audience attention. They do this by using a small child as the protagonist, which drives the product which is normally used by someone much older. The protagonist drives around and picks up a female friend of a similar age and they go to beach. This humour is effective also as it shows that the car is easy to drive as it can even be driven by a small child.
The advert also uses happiness; throughout the advert the characters are shown to be happy, which makes the viewer think that with the product they and their friends and family can happy and have good times just like in the advert. This idea of happiness is emphasised by the quick cuts that keep the audience’s attention and makes them focus on what they want them to.
Representation- how is gender represented in this advert?
The advert follows dominant ideology when it comes to the representation of genders. Males are represented as dominant as the protagonist is a white male; also he is the one that is driving the car and surfing. Males are also shown to be richer as he is shown coming out of a large into the shiny new car, whereas the female is shown walking on the side of the road with nothing but a backpack.
However the females are shown as inferior as she is shown hitchhiking and therefore is reliant on the male to pick her up and take her to the beach, this makes her seem weak as well as poor as she cannot afford any form of travel and therefore has to walk. She is also shown as less skilful as she does not know how to drive.
Institution- what is being communicated about the Hyundai brand and the experiences it offers?
The Hyundai in this advert is shown to bring happiness as all the people in the advert are shown to be happy.
Also it is shown to be versatile and work well in all environments, this is shown as it is driven in an urban area (a city), off road on a bumpy grass terrain and also on the beach, which shown the Hyundai offers a range of experiences in different types of places. Also it takes you out your usual environment at home and takes you to lots of new and exciting places, where you meet new people and do new things.
Audience- what is the target audience and how does the advert attempt to persuade this audience to buy the product?
The advert appeals to people over the age of 25 that have families as the children in this advert seem to be gaining a lot of pleasure and happiness in the car, which all families would like therefore, would want to buy the car in order to make their children experience the same fun and pleasure. Also the other families in the advert that don’t have the cars and that are walking seem to be very unhappy and tired and the audience may feel like they have been in that situation before and if they buy the car they will be happier.
The secondary audience is young people aged 20+ that are looking for new experiences. This is because the car is showing going to many places that wouldn’t usually go with normal car and therefore people that enjoy exploring and experiencing new things may be interested in the car.
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