Audi Prom Semiotic Analysis
Hieu Nguyen
English 1C
Mr. Rim
13 August 2013
It’s Good to Be Brave Advertisers will often times go above and beyond traditional ways of pitching products and adapt clever ways to sell emotions or desires through commercial advertising. More than simple print ads, video advertisements are able to play on the mythologies and beliefs of modern pop culture, appealing to specifically targeted individuals or social groups through the suggestive themes and symbols being portrayed. Associations of things like sex or status to certain products can entice specific audiences towards buying or desiring them. A pair of jeans will not necessarily bring abundant amounts of sex to one’s future, and using a certain type of body wash will not make someone more of a man than when he had stepped into the shower. Society has created certain mythologies and beliefs that associate products of consumerist culture with ideas of status and identity. Of the many techniques being deployed in television advertising, Audi America has been making prime use of suggestive advertisement to create the association of their automobiles with high class, privilege, and youthful deviance. In their recent 2013 super bowl advertisement, Audi is successfully able to appeal towards young men and portray the acquisition of bravery and self-confidence through the purchase of their products. The advertisement starts out with a mother helping his insecure and single teenage son with his boutonniere for the high school prom, throwing in the remark from her that many kids these days go to prom alone. His insecurity is highlighted by a rolling of the eyes and his younger sister blatantly mentioning that they actually don’t go alone. When he is about to embark on what looks to be a lonely and boring evening, his father tosses him the keys to his brand new Audi S6 and wishes his son a fun night. He has a grin on his face as he starts the engine and pulls out onto the road. Upon getting to the prom he parks
English 1C
Mr. Rim
13 August 2013
It’s Good to Be Brave Advertisers will often times go above and beyond traditional ways of pitching products and adapt clever ways to sell emotions or desires through commercial advertising. More than simple print ads, video advertisements are able to play on the mythologies and beliefs of modern pop culture, appealing to specifically targeted individuals or social groups through the suggestive themes and symbols being portrayed. Associations of things like sex or status to certain products can entice specific audiences towards buying or desiring them. A pair of jeans will not necessarily bring abundant amounts of sex to one’s future, and using a certain type of body wash will not make someone more of a man than when he had stepped into the shower. Society has created certain mythologies and beliefs that associate products of consumerist culture with ideas of status and identity. Of the many techniques being deployed in television advertising, Audi America has been making prime use of suggestive advertisement to create the association of their automobiles with high class, privilege, and youthful deviance. In their recent 2013 super bowl advertisement, Audi is successfully able to appeal towards young men and portray the acquisition of bravery and self-confidence through the purchase of their products. The advertisement starts out with a mother helping his insecure and single teenage son with his boutonniere for the high school prom, throwing in the remark from her that many kids these days go to prom alone. His insecurity is highlighted by a rolling of the eyes and his younger sister blatantly mentioning that they actually don’t go alone. When he is about to embark on what looks to be a lonely and boring evening, his father tosses him the keys to his brand new Audi S6 and wishes his son a fun night. He has a grin on his face as he starts the engine and pulls out onto the road. Upon getting to the prom he parks
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