Hyundai Advert (Textual Analysis)

Media Forms

Which advertising techniques are being used?

Throughout the advert there are many advertising techniques being used. These are the codes and conventions of an advert. The ones that are being used in this advert are the fact that they show the product, which they are promoting throughout the advert; this is done in most adverts, as they want to show their target audience the product that they are advertising. During the advert they also show the different qualities of the car, which would appeal to its target audience. The way in which they have done this is by showing the speed of the car and how smooth the ride is. At the end of the advert, they also quote “Next Generation Hyundai”, by doing this, it tells the target audience that it’s easier to use and has new technology to go with the world as they are also improving with technology. This would appeal to its target audience.

Representation

How is gender represented in this advertisement?

Within the advert gender is represented as males being more dominant. This is because they have used a boy who is driving the car throughout. The way in which this represents males as being dominant is the way in which he is driving the car is shown as a stereotype as how a male would drive the car. He also is driving and stops and picks up a girl from the side of the road. This would also make males feel superior. This is because it would make men think that if they had the Hyundai they would appeal more to women and they would be more attracted to the man. This would make the car feel dreamy for men as they would have a nice car and they would also get a woman. This is also stereotyped to appeal to men, as all they think about is “cars and women”. This shows that the Hyundai is appealed more to men.

Institution

What is communicated about the Hyundai brand and the experience it offers?

From looking at the advert the way in which the brand and the experience it gives, is portrayed to be a dreamy experience. This is because they would show how the little boy to get up out of bed happy and go straight for the car keys with a smile on his face. This shows that any person to drive the car would be happy. The way that they show the car and the experience to be dreamy is that they show the little boy driving the car in the summer, windows down hair blowing in the wind and picking up a girl. This is stereotypically seen to be a dreamy experience. Another way in which they show the experience of the Hyundai to be dreamy is with the use of sound that is used. They have used a very chilled out “happy song”. This would also have an effect on the target audience as if they were to have a slow depressing song it would appeal much to its target audience. 

Audience

Who is the target audience and how does the advert attempt to persuade the audience to buy the product?

The target audience for the Hyundai is men. The way in which the advert portrays this is by using a boy as the main person who is driving the car. The way that the advert is appealed to its target audience and persuades them to buy the car is by showing the car to have a dreamy experience and showing men to be superior. This is done by showing that men have full control when they are driving the car and they will look cool in front of other men. This is shown when there are people standing around waving at the by whilst he is driving. It is also shown that men have some sort of power, this is done when he picks up a girl from the side of the road. This would appeal to men, as they would think if they had that car they would be more attractive to women and they would have that power with the Hyundai.