eng112---Ad Analysis Project----700-800 words

Introduction

The incredible advertisement by Mercedes

Audience

From the add, it is clear that the targeted audience is the adults especially parents who have children.

Context

The Mercedes –Benz is an automobile manufacturer found in German. It is usually known for the manufacture of luxury automobiles, trucks, coaches, and buses. What it headquarters is in Stuttgart, Baden – Wurttemberg in Germany. The name is believed to have first appeared in 1926 under the name of Daimler- Benz. Mercedes –Benz is one of the most recognized automobile brands in the whole world. Their brands of vehicles are usually associated with the rich and the middle class in the different parts of the world because of the luxurious nature of their cars and other vehicles.

Purpose

The primary goal of the add is to inform parents to be buying Mercedes cars. A child is shown walking a long distance to the place where the father is, and he arrives late because he was lost. The thing that is being portrayed by this scene is that parents can purchase the cars and use them to carry their children around so that they do not get lost. The other purpose of the advertisement could be to inform the consumers of the existence of the car in the market. It can be argued that the advertisement introduces Mercedes Company and vehicles to consumers who might not know that they exist in the market. It can also serve the role of reminding the clients of their existence in the market.

Tone

The company mainly targets parents. For that, they have used the caring tone. The tone shows a father who cares for the welfare of the child and hence acquires the Mercedes. Because he did not want the child to get lost again, he offers to drive him in the vehicle.

Arrangement

The advertisement starts with a child sleeping in the house, and he dreams of cars. He then wakes up, dresses, looks at the map and takes the doll and then tiptoed past the sleeping parents and walks outside in the darkness. He has a torch and walks with it past a vehicle parked along the road. He walks for a relatively long distance along the road. At some point, the child is seen taking a bite of what looks like a burger. He then boards a bus and looks at a large map as if looking for direction to where he is going. He is then shown walking on the road with the big map covering his face. He passes the zebra crossing, and another driver is seen as making an abrupt stop of his car. The driver looked surprised by the movement of the young child while the face is covered. She then stops and looks at the building that is written as Polizei. She gets inside the building and then finds a man who she apologizes for and informs him that he was lost. The elderly man who was writing stops and informs her that that was the last time that she had gotten lost. From there she is shown seated at the back of the car in a relaxed posture together with her doll. All of them had their seat belt on. Throughout the advertisement, there is a soft song and some instrumentals that are plaid.

Scale

The advert is one-minute thirty-second advert with a good distribution of events as they occur in the video. With a song that was being sung in the background to bring a caring or loving tone.

Text

There are few texts in the advertisements. However, the few that is there is a translation of the conversation between the child and that elderly man in English. From my analysis, I believe that the interpretation was deliberately done to make the other people who do not understand the native German language to understand the advert.

Color

The advert explores the use of different colors these colors, the use of light and some aspects of darkness had been used to bring out the time of the day when the events happened. The dark color and the light bring out the concept of time that was very early in the morning when some people are still asleep.

Works cited