I found this advert very effective and has been designed extremely well. In my opinion I believe the whole image revolved around the slogan in some way or another, which brought everything together. Making out the car to be the fifth person in the slogan gave the impression the car is one of the family which effectively is vital, as the reader wants the car to fit into their lifestyle. If you were about to buy a new car you'd want a model which your sure you could get to know and love like anyone else, which is exactly what's happened in the advert itself. The family have grown to trust the car and be able to leave it wide open and on its own without being stolen so they can enjoy their lives more thoroughly. For all these purposes this advert brings about a car that has only ever been dreamt about.
I decided to use techniques in the Honda HRV advert to create my own car advert. I've designed an advert for the BMW XXX , a sports car. My target audience is men in their late twenties and early thirties, who are single. The social groups are aimed to be either A or B as the car is priced at around ï¿½20,000. I'm trying to sell the car on the basis that it is fast, safe and classy. The main characteristic of the model, is its speed. Women will be attracted to the car and then move onto the driver. The car itself should bring the buyer a more flexible and enjoyable lifestyle.
My advert consists of a stretched road, a speed camera, plenty of trees and the BMW xxx. The scene is to show an image of every day life if you were to buy the new BMW xxx. The car is in the far distance with just tyre marks left on the road surface. The trees either side of the road, are blurred and the BMW logo and slogan I've placed in the top left corner. The speed camera box I've coloured yellow and the actual camera, red.
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Underneath the BMW logo, on the left I've written my slogan, "The new, more potent BMW xxx". I've used this slogan because it has two different meanings, like the Honda's slogan does. To begin with, the reader will think the car is a potential car, with a lot of stored energy. But the other meaning is that it has great power and influence. Therefore, you'll have full control over your life and be able to lead it as you wish.
In the top left hand corner, I put the body copy. I've included the car logo aswell as information contacts in the same corner. The body copy I've used is "The Ultimate Driving Machine". I felt the copy is very important in the ad so each word begins with a capital letter to indicate this. "The Ultimate" gives the reader the impression that they'll never drive a better made car than the BMW xxx. As for "Driving Machine", this is simply explaining how the car is a machine and that it's reliable and will always keep going.
With the images, I've placed the car far away so that the reader believes the car could be in one place and then shoot off without anyone being any the wiser. This should make people who have stressful lives be more interested in the car, as I'm sure they'd like to be able to get away from everyday problems as quickly as possible. The smoke and tyre marks left on the road show how fast the car can go and that the tyres can handle any surface. It's a sunny day, which is aimed to make the car seem to be a cheerful and a happy vehicle. The speed camera is there to show how quick the car can go on a long stretch of road and the smoke to prevent the number plate from being seen. This makes the reader believe that if he buys the car he'll be able to have the lifestyle of the risk taker driving the car. On the side of the road the trees show the speed of the car by them being very blurred. The effective this brings is that it shows how fast you can get from one place to another in the car.
The slogan and copy typestyles, in the advert are both very formal and straightforward to read. This I thought was important for the reader because if they have a sight problem they'll need a clear font to be able to read the slogan and copy. Having the text as a dark black colour ensures the writing stands out. With a lot of light colours surrounding the text, this also helps the sight of the words. I had to decide whether to spread out the slogan and copy but I felt that with them together, in the same corner, they'd be more catching then if they had been elsewhere. The reader's brain can now realise how the slogan and contact numbers are in that corner and therefore will be aware of this the next time they see the advert.
The layout of my advert I've thought through in deep detail. I picked the top left corner for the slogan and logo, as that's where the eye first looks when it hits the page. Then in the middle of the advert I placed the long road with the car in the distance. The BMW xxx, I coloured a bright red which the reader will be lured to look at. The trees having been blurred, to show speed, and have been stretched out to take up the empty space, which was blank beforehand. I put the speed camera in a primary optical area to make sure the reader recognises it being there.
The world I'm trying to represent is an exciting, thrilling world. I've shown this by the car going way over the speed limit and being spontaneous. The reader is supposed to get the impression that if they buy the car they'll be rewarded with a new pulse racing lifestyle. The advert also makes it seem that the reader would become a risk taker if they bought the car. I've done this by putting smoke in the image to prevent the speed camera from recording the registration number. This will make the reader think he'll have an advantage over other car drivers. The trees play a vital part in my advert because they represent speed, which is the BMW xxx's best feature. Any man who knows a bit about cars would realise that if he wants to get a woman this could be his perfect method. Most women are attracted to a nice guy who's riding round in a flash car. This would bring the driver a more social and out-going lifestyle.
I believe my advert is very effective and shows the type of lifestyle any man is entitled to lead. My target audience has been aimed at men in there twenties and I think my advert would appeal to each and every one of them. All of the images in my advert link together well, to produce a risk taking world based on enjoying and having an exciting lifestyle. The readers are given a clear image of the car and what its main qualities are, for their benefit. Overall my advert should make people think about what car they are best suited too and that the BMW xxx is the car for them.
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