Analyse the effectiveness of two car adverts, focusing on how they use safety as a feature By Chelsey Cable I feel that the Hyundai advert is more effective at using safety as a feature. In this essay I will show how both adverts use safety as a feature but also how varying language, tone, layout can contribute to the effectiveness of the adverts. Images and "celebrity" opinions can also be used to trigger emotions or feelings. I feel that the target audience for the Saab would be for a family but where the male member wishes to have a car that is "cool" enough for his business trips.
'All five people inside could, in theory, get up and walk away'. The family need to feel completely safe in the car as crashes do happen; because if they didn't then safety wouldn't be used in adverts as much as it is. Also this advert must be aimed at people who are mature and intelligent. 'As Dorothy Parker might have said… " The closing statement of the Saab advert is difficult to understand if you are young as Dorothy Parker was famous in the 1920s.
On the contrary I feel the audience addressed in the Hyundai advert is mainly women as they have a very strong maternal instinct towards children, especially is they have children of their own. 'It could be the life of a small child. ' This advert plays on your fears of hitting a child, and not your child being hit. 'What are your chances of hitting the child? ' This advert is also addressing more mature people as it is serious instantly and does not contain a humorous approach to any aspect of this car.
Even though humour is sometimes a good thing to have in adverts, especially to a younger audience, the situations covered in these adverts are no laughing matters- they are situations that happen in our society and no matter how safe your car is there will always be one person who drives too fast that will cause a fatal accident. 'Roads a slightly safer place. ' The purpose of the Saab advert is to show that this car can protect those inside the vehicle. 'All five people could, in theory, get up and walk away. ' Also the bold headline grabs your attention-but does it keep it?
– It makes you think about the safety of your family. But at the end of the day all the "people" at Saab want to do is sell cars so if it means you thinking about the safety of your family- then so be it. The picture at the top of the Hyundai advert pulls at your emotions to think of others and their families. The emotive message is that if you hit a child and it dies then your own life is ruined as well as the child's families. You can never remove the guilt of the lost life as the child was angelic and innocent, all it wanted to do was to go home and eat an ice-cream and you have ruined it- all of it.
The picture is very blurred so that you can't even tell if the child is a boy or a girl but that means it relates much widely throughout the audience. This child needs protecting from everyone and almost everything, and as I feel that the audience addressed is mainly female, mothers should be there to do that. I feel that the layout of the Saab advert needs a lot of improvement. It looks boring, plain and very much like a newspaper article rather than an attention-grabbing, attention-keeping advert, which in fact it should be. Yet the Hyundai advert is a complete opposite.
It has a small amount of text in a font that is easy to read. The simplicity makes it attractive and clear, and is more effective than the Saab advert. The first image is of the car that 'was one of the over a hundred prototypes sacrificed on the altar of knowledge'. The text gives clear details on speed and angles at which the car was 'shunted and rammed' at but yet we can see from the damage done that this is clearly unrealistic speeds except in 'the worse case scenarios'. The second image is clearly there to show how brilliant this car is.
It is shiny, perfect, new and not another car in sight- this photo is obviously a set-up, as we know that cars don't stay like that for long. Showing the car in all its glory and splendour helps to show the target audience that not only will your family be perfectly safe but you can look "cool" as well. The first picture on the Hyundai advert is of a small child- we have no idea on gender, race, social backgrounds or age of this child as the picture is rather blurred- this heightens emotions as this child could be yours or a child that you know.
This child is shown as being angelic and innocent and so it needs protecting from everyone. The second picture is of the car- with no fancy background. Even though this advert is about the safety of others it is also quite selfish as "yes, it does stop you killing children," yet "you look great in it as well. " The language and tone in the Saab advert is very proper and longwinded, 'transversely', 'energy-absorbing' or 'anchorage'. The words are also formal and complex like the examples just given.
The language and tone for the Hyundai is more personal 'you've' and 'your. ' Yet friendly at the same time. It really shows that this could happen to you, s if is going to happen to somebody there is no reason why it can't happen to you. I conclude that both car adverts use safety effectively but the Hyundai advert is more effective at drawing attention to the car and making it more personal as though they are talking to you directly. I think the Hyundai advert does this by the type of language they use, as it is emotive and personal.