The consumer car industry is always brimming with competition. Cars are a unique consumer good, in that, people develop a strong attachment to their cars. After all, it is like living in a home away from home when one is travelling in one’s car. For this reason, car manufacturers tap into deep-rooted psychological hooks and insecurities to impress their brand image on customers. We can witness in all car advertisements how marketers try to tap into a car user’s psychology to create brand equity. The same is true of the ad chosen for this essay. It is a 30 second Audi commercial accessible at <http://www.youtube.com/watch?v=350tD8E7htM>. This essay will argue that the ad is brilliant in conception, optimal in its audio-visual expression and delivers a powerful message to the audience.
The ad runs for a mere 30 seconds but it encompasses layers of meaning and connotations. Using four car keys as the only props, the ad illustrates or interprets the meaning of the logo . . . Read MoreContinue Reading