Prius: from Family Friendly to Rebellious
When consumers see a Prius on commercials or anywhere they go, their perspective of the Prius as more of a friendly, environmentally safe family hybrid car that would lose the interest of anybody else that doesn’t fit in that category. Consumer would shift into other vehicle that are mostly cool than just a Prius itself alone. Until Toyota see the Prius as just a friendly hybrid car from their consumers, they immediately decide to make this commercial as a shifting movement from what others have view it. As the 2016 super bowl came, they made a Prius commercial that would change what Prius was meant to be. For this 2016 Prius commercial, it takes place during a robbery; where four robbers made
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their escape; they found out that their gateway car is towed, find this red Prius; gave a bag of money to the owner and made their driveway in the new Prius. From going on a pursuit from the cops to being seen on television, people all across the globe were rooting, cheering even excited about the Prius as they got away. The main purpose is to convince consumers that the Prius is just as cool, even rebellious just like other cars and not only just a family hybrid car; therefore, they should buy it. The advertisement is effective because its use of humor and a storyline convince viewers of the message that the Prius is a cool car and they should buy one. One of the first thing to point from this advertisement is the symbols used in the Prius commercial. Throughout this entire commercial, viewers will see that red play a huge part of this commercial. The color red is show as a more dominate color that stand out more than any other color. In fact, red is more of the outstanding, lucky, and rebellious color; for example how the robbers manage to escape from the police or how the woman won in a game show. Another to point out that both the Prius and the color red is the luck that brings in. From the Chinese New Year view, red is also brings luck and power that goes with it. Almost like if a male driver were to have a red Prius, he would be consider as cool or rebel just because of the red Prius. Therefore, the symbolism from the advertisement is the color red. Second, to prove from this advertisement is the storyline that goes along with the Prius.
So, the storyline in this commercial is about the robbers, in a red Prius; during a police chase while the media and people were supporting the Prius. Before this commercial, there was another commercial; but it was more toward families and more of environmental safe and more of a ‘boring’ feeling in the eyes of the consumers. Accordingly to Thomas Frank’s Commodify Your Dissent “…In television commercials, through which the new American businessman presents his visions and self-understanding to the public, perpetual revolution and the gospel of rule-breaking are orthodoxy of the day.”(Frank 154) By this, Toyota decide to bring up this advertisement to please their audiences or entertain them with the storyline that gives its focus and attention to these four robbers with the Prius, not a regular civilian nor a hero. Another way to see this is the chase. During the chase, viewers see the Prius, making moves that are ‘easy’ for police to capture them, but in the commercial; the police were in a position that the Prius is moving faster than them and seem to make it impossible to catch them. This shows that the storyline fits into this
advertisement. Next is the pathos of this advertisement. Along with the storyline, this commercial will more humor that plays along the lines. The pathos or the emotions that brings into advertisement will be the humor that goes with it. Humor goes best with the commercial because its brings more comedy into the commercial and more fun to focus on what is going to happen next in the story. The humor of this advertisement best fits the plot. Finally, what this commercial bring rarely into the viewer except some who pays attention is how the Prius is within another story. Usually, in every car commercial or other items; they talk about the brand itself without any story or make the brand better than any other of its competitors and their brands. From this Prius commercial, it does not talk about the car itself; instead, they focus on the story itself. At first were the robbers, then jumps to the chase, jumps again into the inside of the car, jumps into the news, and finally the media. A quote from What We Are to Advertisers, “The object of advertising is not just to brand parity objects but also to brand consumers as they move through these various communities.”(Twitchell 178) applies to bring more attention, yet focusing on daily lives of everyone. The Prius advertisement brings its effective effort because of the humor, as well as the storyline that goes along with the humor. Just as a side for fun, there are cautions to be aware about. First is that consumers need to pay attention to logical details or hidden message to grasp the understanding of this commercial. Finally, would be that the commercials now don't use direct demand on their viewers, but was replace with actually story line; reminding that buyers want their consumers to buy the product, not to enjoy the story. Resources: devodid Cause/Effect 2016 Toyota Prius SUPERBOWL Commercial - FUNNY ᴴᴰ https://www.youtube.com/watch?v=EluvJby2baA Accessed 6 Feb. 2016 Twitchell, .B. James What We Are to Advertisers Signs of Life in the USA: Readings on Popular Culture for Writers, 2016 Frank, Thomas Commodify Your Dissent Signs of Life in the USA:Readings on Popular Culture for Writers, 2016
Have you ever been watching TV and seen a car commercial that says, “ Come on down to your local Ford Automotive, and you can get a car of your choice for just $129 a month (Spitzer, 2003).” Some have even used lines like, “Do whatever you have to do push, pull or drag your car in, and drive away in a brand new car” (Spitzer, 2003). The commercial may never stop to give you the details of the qualification requirements for the cars. So making those push or pull journeys to the dealer ends up costing you more money than you expected. This type of TV commercial can be confusing to many consumers, and end up misleading the consumer into a deal they did not expect.
As a car drives by the window, the viewer sees the dog lift his head up and lay it down when he realizes it is not his owner. After this scene, the following words are shown on the commercial, “For some, the waiting never ended. But we can change that.” According to MADD, “In 2015, 10,265 people died in drunk driving crashes… 290,000 were injured in drunk driving crashes.” The next morning the owner walks in through the door and says, “I decided I shouldn’t drive home last night”, this shows how responsible the owner is because he does not want to hurt others if he had drove while drunk. In the background, the viewer hears the lyrics, “I’ll be waiting here for you, when you come home to me…” which supports the fact that the dog has been waiting all night for the owner to come back safe and sound. The next scene in the commercial says, “Make a plan to make it home. Your friends are counting on you.” By having the saying in third person, the commercial is trying to persuade the reader to drink responsibly because there is always someone waiting at home. In the end credits, the viewer sees the famous Budweiser logo with the hashtag friends are waiting. In the bottom of the ad, the Budweiser commercial had the words “Enjoy responsibly” on
...ct that 30 seconds later this powerful, beautiful car overcomes all evils by outrunning everyone in chase, lends a certain feeling of power to the viewer, makes us wish that we too, could do that. Unlike the Budweiser commercial, this video text does not sell the idea of America working, or the system working, instead it sells a dream, a fantasy. America may not work, in fact you may be out in the middle of the desert being chased down, but as long as you have this faithful 300ZX, you will be in control of your life.
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
There is no doubt that automobile plays an inevitable role in the world’s history, especially in the history of America. Both Kline and Pinch and Flink are on the problem of automobile, but they certainly have various focus. In Three stages of American automobile consciousness written by Flink, it divides the auto history into three stages and mainly argues about the history or the development of automobile industry in America, which is written in a big picture. On the other hand, Kine and Pinch tend to discuss the connection between rural area and automobile, also how gender get involved in the social construction after cars are brought to the America.
The Super Bowl is a game that has been and will continue to be watched and celebrated by almost every American. Friends and families gather to enjoy typical tailgating snacks, while watching the national football leagues. However, the game is not the only aspect of the Super Bowl that grabs society’s attention. Super Bowl commercials draw viewers in by using tactics that are never seen in an average commercial. As time increases and technology further develops, do Super Bowl commercials such as Kia’s “Hero’s Journey” use different tactics to try to grab America’s attention or do they waste their time and money as Bruce Horovitz believes?
Why are Super Bowl commercials important and popular in American culture? The Super Bowl is historically known for having high viewers. There is an average of 112.2 million viewers watching the game (Marketing Charts). Americans are anxious to watch this televised game because there are many high profile companies that broadcast their new commercials and upcoming products. Most of these advertisers are portraying their products as a luxury or as a necessity in the everyday life. Advertisement companies influence buyer’s choices by portraying their luxurious products as a necessity. It is evident and clear that consumers acquire products that enhance their image and prestige. In other words, “products were made to appear not only desirable, but absolutely necessary” (Maasik and Solomon 177). Audi for example, is known as a German brand associated with lavishness and prestige. Therefore, Audi successfully influences consumers to link the purchase of their exclusive and classic vehicles to acquiring a high status symbol. Audi’s commercials use real-life examples in order to connect with their audience. As Solomon mentioned, “If the American dream encourages the desire to “arrive,” to vault about the mass, it also fosters a desire to be popular, to “belong” (545).” According to Solomon many populist commercials transform products into signs of belonging and usually appeals working class values (Solomon 545). Audi concentrates in producing ads with scenarios because they want their audience to specifically imagine themselves driving the vehicle at the moment that they are watching the commercial. For example, the television ad presented on the Super Bowl (2013) by Audi, “Prom,” suggests the importance of attaining a product that is lu...
Analysis of a Television Advertisement Aimed at Raising Awareness on the Issue of Road Safety
Honda, The Car Everyone Needs Beep! Beep! Beep! Goes the alarm clock in the other room. Oh man, surely it can't be time to get up yet, you think to yourself. As you scramble out of the bed and into the shower, the thought crosses your mind, I hope my car starts.
Toyota’s uses both differentiation and low cost as generic strategies to try and gain a competitive advantage over their competitors in the automotive industry. The market scope that Toyota uses is a broad one that encompasses nearly every type of customer that is in the market to purchase an automobile. Toyota is able to target such a large market because they have something for everyone. Toyota has four wheel drive trucks and SUVs for the outdoor types or those who live in areas that face severe weather conditions, hybrid models like the Prius for the eco-friendly customers that are interested in saving the environment, along with the standard cars for general, everyday use. Additionally, Toyota provides vehicles for all price ranges.
Prius was released in December 1997 in Japan in order to reduce emissions in urban areas, which startled the world. The Japan-market Prius, which has sold 35,000 units, was optimized for "stop-and-go" driving, so it needed some tuning to meet the requirements of the U.S. market. In the U.S., motorists typically drive faster for longer distances, and vehicles have stricter emissions requirements. The Prius, a four-door sedan that seats five, is designed to minimize tailpipe emissions and get excellent mileage for a car its size. It meets California's very stringent SULEV standard (super ultra-low emission vehicle), which allows only 10 percent of the smog-forming exhaust gases as the ULEV standard. To reduce emissions, the Prius operates without running the gasoline engine at speeds below 13-25 mph. The car decides which driving mode to operate in based on how it is being driven, the charge level in the batteries and driving conditions. It never needs to be plugged in to recharge; the onboard generator automatically charges the batteries when necessary. The retail price is about $23000, which is reasonable price in market now.
It seems that Toyota has overhauled its corporate website since the incident of unintended acceleration, draw attention away from the issue and promote a more positive image. However, in a news report on www.abcnews.com, Toyota’s statement on their website at the time of the recalls states that the company “took full responsibility for any concerns our actions may have caused customers, and we rededicated ourselves to earning their trust” (Ross, Rhee, Hill, Chruchman, & Katersky,
Mercedes Benz is a German car manufacturer known for being “the best or nothing,” their slogan represents not only their line of luxury vehicles but also their business. Mercedes has always had a successful reputation for magazine ads, hence this one. Latest from the advertising team, the cover shows off the new 2017 Mercedes-Benz E-Class. Packed with all new advanced safety features such as self-braking, self-correcting, and self-parking. The ad showcases not only the exterior of the car but also the lavish interior. This technique quickly grabs the reader’s attention and achieves its purpose of informing consumers of “the future of transportation.”
...ion to the advertisement. It is commonly said that ‘no publicity is bad publicity’ and therefore Sony may have decided that through a controversial ad they might be able to reach a broader audience despite its potential short-term drawbacks of making them look ‘bad’.
Product launch not only helps company increase the sale revenue but also expand their customer base by targeting new segments. A successful launch involves the contribution and collaboration of all departments, from R&D, Logistic, Sale, Marketing and so on.