Effectiveness of the Citroen C4 Robot and Ice Television Advertisements

Citroën spend millions on their advertising campaigns, like any other company. The demographic and psychographic for Citroën has changed over recent years. They were first designed to appeal to older drivers and now they are appealing to an entirely new and different audience. Using music, colour and special effects they are trying to attract a younger market. Though both of the advertisements are appealing to slightly different audiences, they both have a fun feel and look about them.

The music used in the C4 ?Robot? advert plays as soon as the advert starts. It is very funky, modern, and up-to-date to attract and appeal to younger drivers looking to buy their fist, maybe second, car. The music also fits in well with the modern futuristic background of the advertisement and design of the car. Most young people want the latest technology, as we are a technology era, and so I would say that the music reflects about the car quite well.

The music is non-digetic, as you cannot see the source (where it is coming from). The director plays this.

The ?Robot? dances to the music with 90?s style moves, and the people who would appreciate them are in their 20?s. The dancing also relates to a night club. This again is targeting the generation of younger car drivers.

The music that is used in the ?Ice? advert is slightly different to that used in the ?Robot? advert. It is still quite up-beat but not as much as the music used in the ?Robot? advert, as the advert is aimed at a slightly older audience, people maybe with families and more responsibility as the emphasis is on safety.

As in the ?Robot? advertisement, the music is again non-digetic.

Instead of dancing to the music, the robot skates on ice and the music isn?t the...

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...s down at us, the viewers, as it finishes ice skating. He looks menacing suggesting that the car is in control and when you are driving the car you feel powerful and dominate, feline like a jaguar is an aggressive animal.

After reviewing the two advertisements, and analysing the effects on the targeted audiences, I think the ?Robot? advert is the most effective in appealing to its target audience, first time car buyers, because all of the devices and techniques used attract the audience very well. The advertisement showed the car to be something that most first time car buyers are looking for, a sleek, nifty, small but spacious, funky and modern and also technological car. The most effective devices used were sound and special effects. This is because the sound catches the attention of the viewers but the special effects make the viewers watch and want the car.