Media - Hyundai Advertisement

Hyundai Advertisement

Media Forms:
Which advertising techniques being used?

Within the advert, a range of advertising techniques are used to engage the audience and also promote the product. Firstly surrealism is used throughout the narrative of the advert, this is shown as some babies can barely walk let alone escape from their cots and go drive a car.

Furthermore, the advert uses humour and fantasy really well to advertise their product along with the ideologies of an American dream alongside it. Also, the use of sweet and cheerful music could connote to the audience that the product is fun and exciting and encourages the audience to have a feel good factor surrounding the product and shows that the male genders in the advertisement are the more dominant gender whereas females are mostly objectified with the advert.

Media Representation:
How is gender represented in this advertisement?

In the advertisement, the male characters are shown to be the more dominant gender as the protagonist within the advert is a male character. This is shown throughout the advert as the protagonist is a male who is driving the car, surfing, escaping out of his cot and more importantly picking up the girl, which therefore shows that female characters are shown to be objects which satisfy the male characters and therefore represents a patriarchy society and also signals to the audience that the product is targeted at males rather than females.

The narrative within the advertisement also suggests that the products target audience is young males as the narration throughout the advert is of a male voice which further suggests male dominance until the very end of the advert where a female narration takes place and suggests that females are the alternative gender and are not the target audience for the product.

Media Institution:
What is communicated about the Hyundai brand and the experience it offers?

Within the advert we see the product being very comfy as well as clean which suggests to the audience that this is parallel to the company who produces the product, Hyundai. This can also connote to the audience that the company are extravagant, innovative and simplistic due to the structure of the advert. As the advert consists of an adventurous baby who escapes from a day to day routine of playing in his cot and decides to be extravagant and decides to follow the “wayward wind” as suggested by the music in the advert.

I believe the advert is very successful due to the use of a fantasy storyline of a “Baby’s day out” which connotes freedom and I believe is simultaneous to the message Hyundai are trying to send out to their target audience which is that if you own this car, it will give you freedom and happiness without a care for the world and is shown with the use of a open road.

Media Audience:
Who is target audience and how does the advert attempt to persuade this audience to buy the product?

From the advert, we can conclude from the advert that the primary audience of the product are young males. This is shown to the audience with the use of a young male protagonist within the advertisement and is further supported by the clear narrative which says “Designed for the next generation of drivers”.

Furthermore, I believe that with the use of a big car that the secondary target audience for the product are Family’s. This is because big cars fit big families and are usually associated with being a family car. This theory is further supported as the home shown at the very beginning of the advert seemed like a family home due to the wallpaper, colour of the carpet and other various iconographic furniture. The psychographics within the advert of being egoistic, escapism, and having a good lifestyle states to the audience that the product is mainly targeted at the 21-35 year old age group as the narrative refers to the product being for the “New generation” and the use of a baby as a main character further suggests that this product is not for old people aged 40-50 but for young adventurous drivers who want to live the American dream aged 21-35.

By Shahid Mea