In the following essay, I will be analysing and comparing three advertisements. These will be for the following cars: ‘Mazda 2’ a car produced at the end of the twentieth century and aimed at the family market, the ‘Citroen Saxo Forte’ a car produced in the mid nineteen nineties and aimed at women and young adults that are looking for their first car and the ‘RVT S3’ a sports car aimed at older men in the twenty first century.
The RVT advert is saying to the reader ‘if you want a life of luxury, speed and style then but this car’. The Mazda advert is instructing the reader to ‘stay alive with the car and buy it’.The message of the Saxo advert is ‘get value for your money and still stand out in this car and so buy it’. The three cars are very different, aimed at different markets and in different years. This is the predominant reason why I chose these three vehicles.
Their differences highlight the impact the target market has on a car advertisement. The Mazda 2 is a family orientated car and this is reflected in the advertisement and general marketing of the car. The use of the play on words ‘Breathe in, Drive out’ in the advertisement is very clever.The concept is quite intellectual but can be understood with a little bit of thought. This is appropriate because the advertisement was featured in a Sunday Times Magazine, a supplement to the Sunday Times Newspaper.
The Sunday Times is a broadsheet newspaper, which is mostly read by...
intelligent people who can understand things like this. The Citroen Saxo advertisement is quite simple. This is shown by the slogan ‘if it’s value and style you’re looking for, look no further’. This car is aimed at young adults and women and these are the things that they are looking for when buying a car.The RVT S3 advertisement is also quite simple. The slogan ‘Own an RVT, Live Your Dream’.
This makes the reader think that this is only a car that you can dream about. This works well as men aspire to fast sports cars and so this car is perfect for them. Therefore, this advertisement will attract their attention. The target audience of the three advertisements differ considerably and these are apparent immediately.
The RVT S3 is a car that is made by RVT who are a British manufacturer and the advertisement is aimed at older men.Older men aspire to fast cars and luxury. The advertisement is personal and friendly using direct language such as ‘you’ and ‘we’. The vehicles performance is also mentioned because this adds to the element of speed and a fast car. The Mazda 2 is made by Mazda who are a Japanese manufacturer and is aimed at the family market.
The car would probably be used as a family’s main car and owned by the male. Safety and Reliability are put forward because these factors are important to families. The writing uses direct language and is personal and friendly.There is no use of third person because this would make the writing impersona
and there is nothing there to offend anyone such as ageism or sexism, which can be present in some advertisements. The market for the Citroen Saxo Forte is very different from the other two advertisements. The car is aimed at women and young adults who are looking for their first car.
They are looking for a car that is quite cheap to buy, low cost to run, easy to insure and looks quite good. They don’t have much money to spend so this car is perfect for them. In the Mazda advert the second sentence says ‘Our tough new supermini’.The important part of this sentence is the adjective ‘new’.
It creates an image of something that is different, modern and better. The second sentence is a three-part list, which lists the points about the car. The three-part list is a persuasive device that is used in many advertisements and builds impact. The text starts off with a rhetorical question ‘Who say’s driving can’t be therapeutic? ‘ This adds to the persuasiveness of the advert and immediately makes the reader read the rest of the text because they want to know why driving this car will be therapeutic.
Throughout the advertisement, many adjectives are used such as ‘tough’, ‘new’, ‘nimble’ and ‘great’. These are a persuasive technique used in many adverts to make the text powerful and attractive to read. The text in the RVT is quite similar to the Mazda advertisement. It starts off with a rhetorical question ‘Who say’s you can’t drive fast and safe. ‘ This is a very powerful persuasive technique and makes the reader read on because they want to know why you can drive fast and safe in this car.
The second sentence has the adjective ‘new’ in it, which suggests to the reader that this car is modern and better.The fourth sentence is a three-part list, which builds impact and adds to the persuasiveness of the advert. The language used in the Citroen Saxo advertisement is very persuasive and links well to the target audience. There is no technical jargon about the engine specification because women do not want to know this, all they’re bothered about is the look and image and what the car can do for them. The text starts off by saying ‘if its value and style you’re looking for, then look no further. ‘ This is a good opening sentence because it is persuasive and makes you read on about why you get value for money.
It reads on to say ‘the Saxo is a real head turner,’ and ‘but then the Saxo always has been hard to resist. ‘ This is very persuasive as this is exactly what the target audience is looking for. The car features are then listed in a small paragraph halfway down on the right of the page however the eye is first drawn to the left of the page where the picture of the car is. The layout of an advertisement is very important and often is the reason why the reader stops and reads the advertisement. The layout of the Mazda advertisement is quite simple.
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- Advertising campaign
- Car Culture
- auto parts
- The city
- Electric Car
- Tram Accident
- Distracted Driving
- Drunk Driving
- Audience Theory
- Brand Management
- Competitor Analysis
- Customer Service
- Discount Store
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- Fixed Cost
- Internet Marketing
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- Market Research
- Market Segmentation
- Marketing Management
- Marketing Mix
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