Hyundai Car Textual Analysis
Media Forms:
Which advertising techniques being used?
The Hyundai advert uses a number of adverting techniques to present the Hyundai car throughout the advert. Hyundai use a number of shocking tactics which shock the audience and engage them into the advert. The advertisement uses humour as the baby in the advertisement makes the audience laugh and smile. Also the advertisement uses fantasy, and the advert is more like a Disney movie because of the yellow calm colours, the high key lighting uses to connote this. Also we wouldn’t see a baby driving a car, only in a fantasy world. The audience are shocked from the beginning of the advertisement as we are shown the little baby climb out of his cot and drive off in the Hyundai car. This grabs the viewer’s attention right from the beginning as it shocks them as it isn’t possible for a baby to drive a car. Also this connotes to the audience that if you buy this car it would shock the public as the car is such an appealing car. Another advertising technique that is used by the audience is an sexual technique. As the baby in the car picks up a girl from the side of the road it connotes that the car can bring you girls too as well as a comfortable ride. Also when there are connotes of sex when the two babies in the car go through a bumping road. The techniques that are used connote that the car will help you gain all freedom, a girl and a good life.
Representation:
How is gender represented in this advertisement?The advertisement represents both male and female gender. The advertisement represents male to be dominant as he baby driver which is the protagonist is a male and also is the first person we see in the advertisement. We see the male protagonist to be in control the whole time as he drives the car. Also the female is the advertisement is sitting down and watching while the protagonist surfs. Throughout the advert we see the protagonist to be in control which connotes that you can be in control with this car.
Females in this advertisement are represented in an alterative view. We see the female character to be waiting on the side of the road for someone to come and get her. The protagonist in the advert stops over and helps her which shows females can be needy and vulnerable and need males to be there for them. Also the female just sits there watching the protagonist surf which connotes that he is in charge not her.
Also we see the babies to be presented in an Aryan Ideology as they are perfect blue eyed and blonde haired. Also they both are dressed in white which connotes purity and cleanliness.
Institution:
What is communicated about the Hyundai brand and the experience it offers?The Hyundai brand connotes to the audience that it can offer an experience which no other car can. The woman speaker in the advertisement lets the viewers know “The next generation Hyundai Santa Fe is here”. This connotes that the film is for the new generation which is connoted with the young male protagonist. Also this connotes that the company is forward thinking.
The Hyundai brand communicates that that they are clean and innovative because of the colours that are used in the advertisement which are connoted through the high – key lighting. Also throughout the advertisement the protagonist and the female have a smooth ride which connotes that with Hyundai you not only get a smooth ride but also it will be easy joining the brand. Also throughout the advert we are shown that the car is driven through different environments which connotes that it is multifunctional and can work under any pressure, and will leave others gobsmacked.
Also the brand communicates that if you buy the product you will have the time of your life, just like the American Dream. Also the car will be allow you to escape reality and everyday life which is connoted through the calm music and also the protagonist is not on his own.
Audience:
Who is target audience and how does the advert attempt to persuade this audience to buy the product?
The product is targeted at a social class of A, B, C, and C1. The age range that the advertisement is targeted at is between 21 and 35. This is connoted as the woman at the end of the advertisement says “the new generation” and also through the young male protagonist. The primary audience for the advertisement are males as the protagonist is a male. The secondary audience for the advertisement are females s they are presented in the advertisement too.
The psychographics that the advertisement targets at are egoists. Also people who would to escape from everyday life and have some freedom.
