In the advert of Hyundai, a numerous of techniques are used throughout the advert. They use shocking tactics; this tactic helps to grab the attentions of the consumers. They use shocking tactics why showing a baby driving a car and grabbing attention of a girl, which is shown to be at a similar age to him. Another technique that is being used is fantasy and humour. Fantasy is used by the genre of music and humour by the facial expressions by the protagonist.
The music played is old, classical and adventurous which connotes the simplicity of the product, for example they show the children wearing white clothing which connotes purity and how the car helps continue the purity in the children’s lives.
Throughout the advert they us high key lighting to connote the realism of the advert, the reason they did not use low key lighting is because that sow the advert to be fake. The high key lighting helps connote whatever is shown in the advert is real. The car will help the audience feel free like the life of the protagonist, to feel freedom and when you sit and drive the car you escape away from reality and go down a long road to a new life and a new beginning.
The advert shows males to be dominant and females to be the alternative gender. They show this by having a male as the protagonist, and he is the one in control of the advert as he is the one driving the car and also he is the one that the camera is following, therefore showing the power he has against everyone and he has got the product.
The females on the other hand are shown to be alternative as they have a little girl on the side of the road hitch-hiking, the boy that is driving has the control to make her dreams to come true, being picked up, he allows her to get in the car to connote the girl has to do what the boy says as it is not her car and he made the decision to pick her up.
They are also shown to be the alternative group as when they are driving, the boy’s facial expressions towards the girl show who will be in control of the feelings. For example he winks at the girl and she smiles to connote that wink will convert her feelings towards him. This causes a sense of humour as they are young people going gestures of people at an older age. She is also the one that stays in the car while the boy goes off and surfs, to connote the different skills of the male group and her facial expressions are shown to be amused and excited.
Overall, they show the females to be weak and vulnerable as the males always have control over everything. In the advert he has control over the car, his decision to pick her up and his facial expressions, connoting a patriarchal ideology and also Arians idea of the stereotype of the ‘blonde hair and blue eyes’ are shown in this advert to connote they olden dais theory.
The Hyundai brand communicates to the audience that the product is comfortable and clean as you see that the car has a smooth drive and it is easy to drive through different environments, to connote the car is suited for any environment: humpy or smooth motorways. This could also connote the company as it is easy to join in, easy to fix any problems and easy to join, also it connotes that the company provides extravagant cars and products and user friendly for any type of driver. The company is also forward thinking as they are advertising for the new generation which could connote the company are futuristic; the simplicity of the car and also joining in to the brand, which are innovative ideas for the new generation.
The music in the advert starts off being old and classical to connote they are reinventing or bring back the olden cars but making them look more modern for the new generation, the simplicity is shown by the children wearing white to connote purity. Then the music starts to become more adventurous to connote what happens when you get the car, the car allows you to become more adventurous, just like the life of the protagonist the ‘American dream’.
They also connote that the product will allow you to escape from reality, just like the little children, they escaped from being children to what they want to be and they see in the future. This could connote that the little children see their parents driving this car; the little boy has his ambitions set on getting that car as he is introduced to this car at a young age.
The targeted audience is males because the protagonist is male, ages 20-34 socio-economic ABC1. The reason for this age group is because they are showing the protagonist to be a very young male to connote that they want to target at the new generation, as quoted at the end of the advert. There secondary audience is Females at the same age and socio-economic group because they do present females in this advert and the narrator is a female therefore it connotes that females have some contribution in this product. The reason why the socio-economic group is ABC1 is because the product is expensive and the type of housing the advert shows the product to be belong to is very big and looks expensive, therefore people that live in big houses are usually people that have good qualified jobs.
The psychographics for their targeted audience are egoists, trendsetters, escapists and people that want a good lifestyle. The reasons for this are: they product is shown to give all these people their main goal, for example egoists: they seek pleasure and the product shows that it will give them pleasure in both sexual and emotional ways.
