Communication MP - BMW advert analysis
Character - 12/A
Communication, MP
Individual Written Assignment
The Advert
On the final page of this document you will find the advert I have chosen for my analysis. I will mainly be using the Berlos SMCR model.
The Analysis
The source of this advert is mainly the Bavarian auto-maker BMW. Specifically, it is a division in Greece selling premium used BMW’s. Their main goal is to sell more cars, of course, but one might assume, that compromising the general belief that used cars are not attractive to buyers of premium cars, is a secondary objective. To accomplish this goal, they have chosen to encode the message in a very brief, but effective manner. Keeping the language at a very low level, ensures that the general public will place interest in the advert.
There is not a lot of written text in the advert. It is mainly carried by the image of a good looking model, and a humorous statement. These two in connection makes sure the recipient is able to decode the message relatively easy, whilst making a huge impact on the recipient. Humor and sex is used to encode the message in a way that has made it stand out compared to others, resulting in the advert going viral both locally, and on the internet. The message itself “You know you’re not the first.” In connotation to the image of a female model, is clearly directed towards men. There’s a hidden connotation here, that even though you’re not the first, you sure wouldn’t say no to a night with her. The meaning is of course, that the model still retains her sex appeal. Meant as a metaphor, this is what the advertiser is trying to point out about a used premium car, that even though someone enjoyed it before, it still retains its drivers appeal. Basically, this advert is an ultimate installment of the old saying ‘sex sells’.
The advert was released locally in magazines, newspapers and some public locations, such as bus stops. This choice of channel is somewhat expected, because
Communication, MP
Individual Written Assignment
The Advert
On the final page of this document you will find the advert I have chosen for my analysis. I will mainly be using the Berlos SMCR model.
The Analysis
The source of this advert is mainly the Bavarian auto-maker BMW. Specifically, it is a division in Greece selling premium used BMW’s. Their main goal is to sell more cars, of course, but one might assume, that compromising the general belief that used cars are not attractive to buyers of premium cars, is a secondary objective. To accomplish this goal, they have chosen to encode the message in a very brief, but effective manner. Keeping the language at a very low level, ensures that the general public will place interest in the advert.
There is not a lot of written text in the advert. It is mainly carried by the image of a good looking model, and a humorous statement. These two in connection makes sure the recipient is able to decode the message relatively easy, whilst making a huge impact on the recipient. Humor and sex is used to encode the message in a way that has made it stand out compared to others, resulting in the advert going viral both locally, and on the internet. The message itself “You know you’re not the first.” In connotation to the image of a female model, is clearly directed towards men. There’s a hidden connotation here, that even though you’re not the first, you sure wouldn’t say no to a night with her. The meaning is of course, that the model still retains her sex appeal. Meant as a metaphor, this is what the advertiser is trying to point out about a used premium car, that even though someone enjoyed it before, it still retains its drivers appeal. Basically, this advert is an ultimate installment of the old saying ‘sex sells’.
The advert was released locally in magazines, newspapers and some public locations, such as bus stops. This choice of channel is somewhat expected, because