This add gives the idea that if you drive an Audi that you are automatically better than everyone else. Using the word admire gives the feeling that driving this car makes you superior and will make others look up to you. Having the background in black and white, and the car standing out in blue gives the effect that nothing around it is important except the car.
The target audience of this advertisement is young to middle age adults who are in the middle to upper class. It seems mainly to be targeted to those who already own an Audi. It seems to be talking to someone who is already apart of this elite class of Audi owners and is trying to persuade them to get the next new one.
Good post. I don't know if you caught this but the car being blue will make everyone else blue, therefore, the curtains aren't just blue (or are they?). In all seriousness however I think Audi does this a lot with their car commercials, whether print or video, to showcase that you have an Audi and everyone else is below you. A recent Audi commercial that shows this but also includes an aspect of respect is this one:
ReplyDeletehttp://www.ispot.tv/ad/7RVb/2014-audi-a4-summer-of-audi-event-nice-performance
I believe that it shows how upper class and respectable an Audi owner can be however it still portrays an "I'm better than you" tone.
Great thoughts Carrie! I loved how you not only chose to analyze the color choice of the car, but also chose to look at the use of a dull background. The focus being on a vivid blue car, as opposed to a bland grey or white car, portrays the vibrant and "show-off"y lifestyle that Audi is trying to sell. I agree with Xavier that Audi is well-known for giving a certain disdainful air during their commercials. A question kept coming to my mind when reading your post: Is the purpose of this advertisement to sell to an audience that is already prideful or are they trying to sell to an audience that wants something to be proud of?
ReplyDeleteI like that you started your analysis by defining pride. The definition you chose also really helps to back up your argument throughout this post. The connections you made between the colors and the text in the ad were also really interesting, I never would have thought of that! The only criticism I have is that you said Audi was an elite brand but didn't really explain why, you could have maybe given a little more background on the company or included the price of the car in the advertisement to back that up. But, overall I think your analysis was really solid and this was a really good post!!
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