Baby car advert Textual Analysis

Media Forms:
Which advertising techniques being used?

Uses of advertising techniques help to achieve an effective advertisement. In the case of this baby Hyundai car advert many devices are used to create a desired effect. Firstly humour is used to create a comical notion with the use of babies being shown to be drivers, this humorous concept gains readers attention as well as making them laugh hence giving the advert remembrance. Other techniques such as fast paced shots/cuts are used as well. This specifically gain momentum up and adds emphasis to the excitement of the child and how and how far the car travels.

Moreover the fast tempo cross cuts are used on the boy and the girl to convey their emotions whilst in the car, on the hills signifying the car to be reliable and sturdy’s slogan is used, in this case “drive your way”, which engages the audience with the use of pronouns which make makes it direct, as well as making it something to remember by. Use of voice over is also used at the end of the advert; of a woman her voice is light and airy which may have been used to target females as well. Non Diegetic sound is used in the form of light/oldie traditional music era 60s which may have been used to engage older generation as well. The name of the brand is also said right at the end and shown right at the end deliberately so that the audiences will view the advert first and then hear the name hence remembering it more.

Representation:
How is gender represented in this advertisement?

Gender in this advert is shown to be male perceived and dominated. The fact that the baby is male, typical blond blue eyes child, plays a huge role as not only has it got a dominant ideology, but empowers men again to be the knight in shining armour, in an already patriarchal society. Whereas the female baby again of the dominant origin as she has blond hair, white and is blue eyes is portrayed as the weaker wander as she is shown to be a hitchhiker. This could infer that her life is complete when she’s in the car and with the baby boy. The fact the male baby is seen to be surfing, connotes the male to be the performer ,the one in control and is free to do whatever he wants, in contrast to the traditional woman applauding the mans efforts. The phrase “men are better drivers” is also invoked as the male baby is seen to be in control of the wheel meaning that the male gender is represented positively and empowering for men.

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

The institution of the Hunyadi brand and its experience is a traditional perception on the male being the next in kin as even the music’s lyrics say those exact words in the chorus adding emphasis to their norms and values. Also the fact they are both of dominant ideologies could portray Hyundai brand is not really ethnicity appealable. What’s more is communicated is that the brand promises the car to be reliable ,safe and work as an efficient transporter as even on the hills and sand dunes this car won’t let you down.

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

The primary target audience for this advert is most likely to be 25+, parents with children or who desire to start a family. The soci economic class is likely to be c and b and of a male gender as the main character is a male baby. The male is likely to depend on his transport to get him to jobs, hence would need a beneficial car, and safe for his children or partner. The secondary target audience could be aimed at females as the voiceover at the end is female, and it could be seen as a gift for them or to get for their partners, it works as a broadening audience appeal as it relates to both genders. The advert attempts to persuade this audience to buy the product by ending the scene with a traditional romantic scene which will engage younger couples who are looking for a car suitable for their families.