Advertisement by Mercedes-Benz with Roger Federer - Case Study Example

Text Analysis Introduction Over the recent months, Mercedes-Benz have focused on released a new spot featuring pitchman and tennis sensational Roger Federer. The car is the 2016 Mercedes-AMG GLE63 S Coupe. The car’s design is superb and great in functionality. In the prolonged advert, the intention of the organization is to stay on top under the influence of competitive advantage against other manufacturers within the industry. The featured pitchman notes, “the best does not come easy,” at the end of the video advert. From the advert, it is essential to note that the best is always worth the cost of acquisition. The essay analyzes the advertisement by Mercedes-Benz featuring Roger Federer as the rich man class in his sport suit illustrating that while rich people afford the 2016 Mercedes-AMG GLE63 S Coupe car, thus demonstration of the social construction of race and class in the acquisition of the brand. Evaluation of the Advertisement Mercedes-Benz has focused on using the advert that features Roger Federer, being a renowned Swiss professional tennis player, with the intention of attributing a critical ethos to the brand. That is essential for business entities focusing on the establishment of credibility in an attempt to communicate to the target market population in relation to the acquisition or procurement of a product. At the top of the advert, there is a text which is essential to describing the credibility and greatness of Roger Federer. This is through relating to the notion of Roger Federer being a tennis legend, international superstar, and daddy. At the bottom right of the advert, there is the logo of Mercedes-Benz, which demonstrates the notion of ‘best or nothing’. Based on that, the intent of the advert is to ensure that consumers do not choose anything but the best when seeking to satisfy their needs and preferences. In addition, the advert portrays the image of Federer in his tennis wear or suit ready for the action to begin playing the game he performs best and passionately. Moreover, there is the image of the Mercedes-Benz model displayed. The sensational tennis player photographed while leaning on the vehicle, 2016 Mercedes-AMG GLE63 S Coupe, in the advert, which symbolizes an essence of ownership. There is an image of the stadium on the picture’s background. The picture of stadium communicates the notion that Federer is to take part in a tennis game. In this context, it is highly logical to assume that the tennis player had used the vehicle model to attend to this event. The image has an information noting, the all-new, all-purpose 7-passenger GL (PathosEthosLogos.com 1). From this perspective, it is essential to note that the advert focuses on the usage of the information to convince the target audience of the need to procure the vehicle model on the ground that it performs various functions and purposes in accordance with the demands and expectations of the customers. The illustration accompanies the Spanish text on the ethos of the advertisement with the intention of portraying the vehicle as an essential aspect of the automotive industry. It is essential to note that the Swiss international has had to encounter gender issues with some alleging his sexuality to be gay. The integration of such celebrities into the advertisement is to focus on the inclusivity of the brand in the course of addressing the demands, as well as expectations of the target audiences. Social Construction and Influence In most cases, Mercedes-Benz Company uses affluent men and women such as Roger Federer and other drivers in adverts to attract various customers to make a choice of procuring or purchasing the product or brand in question. Roger Federer was born on August 8, 1981 in Basel, Switzerland. His has an annual salary of $50-60 million, making him one of the richest professional tennis players, globally. He is currently ranked second, internationally. The Swiss international is approximately worth $350 million. That is an illustration of the ability of Mercedes-Benz Company to target the rich audiences or consumers in the European market. In the recent years, there have been critical debate and issues concerning the social constructions surrounding the gays within the community. The approach by the organization to incorporate such individuals in its brand advert is an illustration to the community or society on the issue of inclusivity in the course of procuring or purchasing the product. From that perspective, customers have the potentiality of procuring the products regardless of their social or gender construction, thus the need to focus on the financial prowess of the target audience (Rangarajan and Ponnarasi 17). One of the benefits of using such personalities in the advertisement is the increased influence on customer purchases. From that perspective, the attractions of consumers have for various celebrities or athletes might greatly influence their actions in relation to procurement of the products or services because of the attitude. For instance, if the product is good enough for Roger Federer, then it is good enough for them because of the attitude and affinity, they have for the celebrity. The use of celebrity is also essential in building awareness in the shortest time possible in comparison to existing or traditional forms of advertisement. It is also critical for the business entity to focus on using celebrity to promote the brand with the intention of attracting new users (Kan 14). For instance, the objective of the organization might be to attract the white gays who find the product attractive while expressing their attitude or affinity to the celebrity in question. This approach is essential to the positioning of the brand in the highly competitive market and industry of transaction. From this perspective, the approach is vital in the placing of the product in the best possible light with reference to the minds of the target group or audiences. In the previous historical aspects, it was vital to consider the white guys as important to other races, thus the issue of slavery. In addition, racism is another historical illustration of the importance of the white culture in comparison to other cultures in the global context. Race and Class In the third element, it is noteworthy that the advert focuses on illustrating the aspects of social construction in relation to race and class. This is through focusing on the class of the rich white family, thus the need to evaluate the lifestyle, places, cities, kinds of jobs, and education of the group or target audience (Abdussalam 78). It is the perception of the society to believe that the rich have the potentiality and ability to procure such products as evident in the case of Roger Federer. Federer is one of the richest entities or individuals in the global context. This is evident in the mode of life he tends to associate with because of the annual earning and brand sponsorship being a sensational professional tennis player. Moreover, it is critical to note that the Federer visits various locations for the sporting events such as engagement in global tennis tournaments. Furthermore, Federer has the potentiality and ability to afford luxurious holiday to any place, globally. This is because of the annual earnings and the $350 million worth as one of the richest persons in the world (Hollensen and Schimmelpfennig 98). From this perspective, it is possible for the celebrity to procure the vehicle similar to the one on the advertisement image. The target audience will relate to the image in the course of seeking to satisfy their preferences and expectations relating to owning a flashy product within the highly competitive automotive industry because of innovation. Remarkably, the company has been on the forefront by developing innovative products to address the needs and expectations of the target audience, thus the perfect chance to demonstrate their attitude towards the celebrity. The approach is essential in engaging the consumers into procuring the intended products and services. European migration history of civilization had a substantial influence on race and culture. Migration of the Turkish to Germany is a prime example. They migrated to Germany since the 1960s. Their immigration was promoted by signing of labor recruitment agreements between Turkey and Germany in 1961. Since them, many Turkish citizens migrated to Germany to work in Munich and other industrial zones in the country. They increased tax revenues in Germany and made remarkable contributions towards ensuring increased levels of production. Turks serving in Germany turned reluctant to return home because they were reliable employees compared to their German counterparts who had high demands. Turks were equally highly productive as German employees (Bartsch, Brandt and Steinvorth 1). The pattern of civilization especially in most countries contributed to class among races. The Turks in Germany, for instance, served in low paying positions contrary to their counterpart German workers. Immigrants have diverse social obstacles and challenges. Low wages offered to them, for insistence, affected their social class. That caused the emergence of low class members across several societies during the expansion of Europe. Conclusion The essay entails an analysis of the advertisement featuring Roger Federer as the rich man class in his sport suit illustrating that while rich people afford having Mercedes Benz car, thus demonstration of the social construction of race, as well as class in the acquisition of the brand. From the findings of the study, it is essential to note that the ability of the company to use the Swiss professional tennis player is crucial in increasing the brand awareness, as well as promotion of the number or incidents of purchases. Works Cited Abdussalam, P. K. "Celebrity advertisement: key to marketing success." Indian Journal of Commerce and Management Studies 5.1 (2014): 78. Bartsch, Matthias., Brandt, Andrea and Steinvorth, Daniel. Turkish Immigration to Germany: A Sorry History of Self-Deception and Wasted Opportunities. SPIEGEL International. September 07, 2010. Web. June 24, 2015. Accessed from http://www.spiegel.de/international/germany/turkish-immigration-to-germany-a-sorry-history-of-self-deception-and-wasted-opportunities-a-716067.html Hollensen, Svend, and Christian Schimmelpfennig. "Selection of celebrity endorsers: A case approach to developing an endorser selection process model." Marketing Intelligence & Planning 31.1 (2013): 88-102. Kan, He Weijie Ning. "Research on Implicit Memory and Behavioral of Advertisement by Celebrity." Journal of Advertising Study (Academic Edition) 1 (2013): 014. Modes of Persuasion: Ethos. 2015. Web. June 22, 2015. Accessed from http://pathosethoslogos.com/ethos Rangarajan, R., and B. Ponnarasi. "Celebrity Advertisements and its impact on consumers." Advances in Management (2013). Read More