Advertisement of cars - Essay Example

Advertisement of cars Advertisement - I Mercedes is popular brand and automobile, and its market is the elite class in particular the Europeans and Americans. The E-class series of Mercedes has never targeted the middle-income group, and has tried to appeal the corporate owners, industrialists, governmental officers and business tycoons – age group between 35 and 60years (Jean, 123). The important aspect of this advertisement is that it has revealed the prices which normally other companies never publish in their advertisement. The question is WHY? This advertisement is the reflection of the vanity and pride which the Mercedes possess, and it transfers the same to its customers. The intent of price was to restrict and warn the interested parties who simply approach for the sake of details but are never serious about procurement. The intent behind publication of the price on the advertisement was to apply filter to obtain serious customers only. It is important to note that colour of the car in the advertisement. There is a high possibility that this model has been launched with different body colours, but why colour black was chosen? Black is reflection of elite and privileged class, the colour has more admiration against criticism therefore black was perfect choice. The position of the car is itself a key to perfect advertisement. In this advertisement, the company has showed the complete layout of the car. Generally, the manufacturers prefer publication of the front, possibly because the side view is not at all attractive. In this advertisement, Mercedes has been dignified enough not to follow the common trend, and has published the side view to give the interested customer better information about the product. In advertisement, it is common practice as per which the precisely you reflect, the true customers you target. The precise projection of the brand will be the key in identification of the interested customers. Advertisement – II The advertisement posted by BMW is simple and comprehensive. The one word CHECKMATE is the reflection of the perfection and quality which the product inherits, as per the vendor BMW. The advertisement is the reflection of the pride shared by the BMW on the launch of this brand. The colour combination of black and white is perfect, and it is apparent that the company has attempted to woo the customers from elite and professional class. This advertisement is not for youth and energetic crowd, it is for people with style and devour. In dot at the end of checkmate is another important part of the advertisement, though it is a simple dot but it symbolizes the pride of the company. The intent of advertisement is not to appeal or request the interested customer; rather it is only information from the company. In this advertisement, the company has been reluctant to share any information about the brand, and has published the contact details. The intent behind such a strategy can be that probably there are other new models for customer review. The colour and font of word CHECKMATE are clear, but the colour of the web address posted by the company is not at all visible for the public especially during night time, therefore the advertisement will probably fail to communicate the message. Keeping in view that the target audience of the brand is elite and rich class between an age group of 45-60, the selection of fonts and colour is not perfect. Advertisement – III This advertisement by Audi has been regarded as offensive approach of Audi against BMW. In this advertisement, the manufacturer has been blunt about its vehicle and has tried to publicly challenge its competitor. The target crowd of this advertisement is not the general customers, but the management of BMW and its customers. AUDI has simply challenge the design and model of BMW, and has launched their distinct model. After studying this advertisement, we conclude that the company has tried to avoid detail description of the brand and its feature, and has tried to resemble its product with the world’s outclass automobile company BMW, this way AUDI has elevated their market standing from performance and service aspect. Explaining it further, the brands often avoid being verbose about their product, AUDI has adopted the similar approach, and has simply related itself with the leading automobile giant of the world, and this way AUDI has raised its bar. The approach adopted by AUDI can be also explained as benchmarking technique (Sicco, 194). The phrase “entirely new” is probably explanatory and is apparently a clarification. It is suspected that previously AUDI was accused of offering products and features identical to different automobile manufacturers; this phrase explains that this time AUDI has its own distinct product. The black and white combination is common, and the specific target market has been the elite-class customer. The good thing about the AUDI is that it has not been verbose, and through single look at the advertisement the message to the audience is loud and clear. AUDI has refrained from sharing technical details about the vehicle, this is probably because the company has now developed repute where its technical features are secondary and the model and shape of the car is primary. General Motors, LEXUS, Chrysler, Toyota and Honda are the brands which are still struggling to secure market shares on technical grounds, and often their products get eliminated in the market competition due to poor technical features, therefore in majority of their advertisement we will find technical features as explanatory and confirmatory note (Yang, 154). By not presenting the technical details, AUDI has communicated that its technical features are no longer debatable. The simplicity of the advertisement is the reflection of its modesty, elegance and style (Goodman, 231). Advertisement – IV Lexus is leading international automobile brand, and has large number of customers based in developed countries. From this advertisement, it is evident that Lexus does not intend to target the elite market of the society. In this advertisement the presentation of the automobile is simple; the shape of the vehicle is regular. The advertisement does not depict style and glamour; it is therefore evident that the target market for the vehicle is either a family or corporate company. The text of the advertisement precisely reflects the target market and the feature of the brand. The advertisement has focused upon the environmental challenges of today and tomorrow, and has simply delivered a message related to environment protectionism. The company has adopted distinct approach to attract the customers. In previous advertisement, we have observed that ample focus is given towards the quality, style, luxury and shape of the automobile, however in the advertisement all these factors are secondary and the primary factor has been its environmental compatibility. This advertisement has in simple words communicated to the readers the emerging threat, and has probably suggested that Lexus would be smart choice. The manner in which the threat of global warming has been projected, the readers and customers will always give this aspect special focus during brand selection. In this advertisement, the brand has confirmed its environmental allegiance, and has simply encouraged the customers to follow the same. In this advertisement, the vendor has stated about the hybrid technology, this is new technology and economically viable option for the customers (Taylor, 22). The advertisement has communicated environmental concern with technological feature in simple manner. In this advertisement, the shape and model of the automobile is secondary item, and the primary message has been the environment. If we study the colour of the advertisement, the dark colour reflects remorse and disappointment, and it is the white colour which adds on hope and trust. The advertisement has attempted to manoeuvre the public sentiments through message and colour combination. References 1. Sicco Van Gelder. Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures. New York: Kogan Publication, 2003. 2. Jean-Noël Kapferer. The New Strategic Brand Management: Creating and Sustaining Brand Equity. New York: Kogan Publication, 2003. 3. Kai Yang. Design for Six Sigma for Service. New York: McGraw-Hill Professional, 2005. 4. Taylor, D. L. Not just boring stories: Reconsidering the gender gap for boys. Journal of Adolescent and Adult Literacy. Vol. 48(4), 2004. 5. Goodman J, Martin J. Gender, Colonialism and Education: The Politics of Experience. London: Woburn Press, 2002. Read More