The advertisement is for a car: the Peugeot 206 and is aimed largely at young men. It was broadcast in the break of the Graham Norton show, which a lot of young people watch. It contains a young man in a large white room with medical equipment such as a heart monitor in it, the camera angle shows the whole room making it obvious that he is in a hospital or somewhere similar. Then enters the room a young female doctor and despite the way she is dressed; in a white scientist coat; has her hair rather boringly adjusted and is wearing glasses, she is obviously extremely attractive. She is his doctor and after asking him to remove his shirt she connects him to the heart monitor. You can clearly hear his heart rate and it begins to dramatically increase rapidly.
The doctor begins to act in a suggestive manner and she comes up to the man, all the time his heart rate is still increasing. He stands up as she gets close to her and as she goes in closer he looks past her out of the window at a Peugeot 206 that has been making his heart beat faster all of the time. It suddenly cuts to shots of the car going at great speed around windy road and in red over the top is written Stop Liking, Start Loving, Blurs Song 2 is being played over this and then as the advertisement ends it skips back to the man and the woman and shows her roughly pulling the wires from the heart monitor off of him. The woman plays the role of a doctor because a stereotypical doctor is not a young and attractive woman.
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This shocks the audience and makes them become involved in the advertisement because they want to know what is going to happen next. There is only one and very simple aim of this advertisement and that is to sell the car they are advertising. They are aiming th advert at young men in particular. This is obvious because they have used such a lady that is attractive to young men. If a man sees a beautiful woman on the television he is much more likely to keep watching. The music on the advert is Song 2 which is a song associated with young men which again will make them like the advert.
The advert could also in some ways perhaps be aimed at young women too because the man used in the advertisement is also quite attractive and because he is more attracted to the car than to this beautiful woman, the women might want to buy the car to make them more attractive to men. If this advertisement were to compared to those for other types of cars it is more obviously aimed at a younger audience. For example other car advertisements stress safety aspects of a car: something more appealing to adults that have children. Others emphasise the amount of space there is in the car which is more likely to be aimed at a woman who is a housewife and needs to go out shopping. The Peugeot advertisement doesnt concentrate on any of these points because they are not appealing to the right audience and creating the correct image they want their car to have.
The timing of the advert also shows how it is aimed at young people because it was broadcast during a programme that is also aimed at mostly watched by only young people. Also the time that it was shown: eleven thirty – eleven forty-five in the evening is a time when young people are coming home from the pub and a time when perhaps older people have gone to bed. They creators of the advert have used a number of devices to make the advertisement appealing to the viewer and to stick in their minds as opposed to being just another car advertisement. They have used the man in the women in reverse roles with the woman being superior to the man, although it is extremely sexist to think in this way the creators have relied on people doing so. They have not made it obvious until the end of the advertisement what the product is that they are trying to sell.
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This creates suspense and will get the audience involved, it will stop people from changing the channel because they will be intrigued by what it is about and when they do find out it shocks them and makes the advertisement stick in their minds. The clever ending of the advertisement also shocks the viewer because the last thing they expect is for the man to look past this gorgeous lady and to look at a car. This will also help the advertisement to stick in their mind too because it is funny as well as shocking. The use of non diegetic sound like the calm and quiet music played in the background when the man and doctor are being filmed in the medical room create a tranquil mood and then when Song 2 is suddenly played it creates more impact and therefore has more of an effect on the audience.
The diegetic sound of the heart monitor is crucial to the scene also because without it the advert would hardly make any sense and be nowhere near as effective. The camera angles used furthermore help to create the roles of the man and the woman and to give views from both of theirs perspective. The POV (point of view) angle is used to watch the suggestive movements of the doctor and a pie angle is used to establish that the woman was in control of the man. The facial expressions and body language of the woman were essential in setting the scene because she wouldnt of seemed so attractive otherwise. The way that the woman is dressed and how her hair and make up are done is also vital to define the role she plays. If she was presented as a supermodel in a doctors uniform it would not have been the same but because she looked professional it was more realistic.
The scenes in the medical room were very slow and contained nothing fast or any action. Once the man has seen the car and it has cut to shots of the car being driven around at a great speed with the music playing loudly, the way it is being shot changes. It is very fast and full of action, it flashes the image of the car on the winding road and then has the phrase Stop Liking, Start Loving put over the top in red. This contrast of dullness followed by action means that when a Peugeot 206 comes into your life, it too will be filled with action. This is another appealing aspect of the car to any young man.
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I think that a television advertisement there is more of an opportunity to grab the audience by surprise and make them remember your product. In this case the creators have made an interesting scenario and made it appeal to the right people. The only chance an advertisement in a magazine has is to have something funny or boldly shocking to catch the readers eye and then connect it with their product. There is also a magazine advertisement to follow up the 206 on television but all it does is make us think about the one on television.
However, it is easier to advertise some products in specialist magazines because you know that the right people will see it. An example could be the advertising of fishing equipment in a magazine about fishing. Taking these points into consideration I think that no way is better than another when it comes to advertising, it merely depends on the product in question or the type of person it is aimed at. By Joe Holmes.
