There are not as many positive aspects in this advertisement simply because from the word go you are simply bombarded with so much information that you cannot take it all in. This is not at all good because if there is too much you tend not to remember any at all where as if it is easily remembered, informative and quite straightforward you are likely to remember it. The audience that Vauxhall was aiming at was the average family looking for a good deal on a new car this is clear through its constant repetition of ‘0% finance over three years’
Both adverts contrast each other, this is evident through the presentational view points, in my opinion Mazda makes you visualise yourself in an MX5 and portrays it as the dream car from your childhood. Vauxhall is basically appealing to the masses losing the sense of exclusivity which is depicted in the Mazda advert, the fact that you cannot see who is driving is also symbolic to anonymity, the company does not want the Vauxhall cars to seem purposely designed for anyone in particular, where as Mazda narrows down its target audience by using reference to “when you were young.
” What Mazda also cleverly did was to incorporate the female masses into the advert so as not to lose the female market, they did this by inserting a scene with a woman driving the MX5. The female market being roughly fifty percent can make all the difference to boosting sales. In all honesty watching both adverts consecutively amplifies the effectiveness of the Mazda advert but also intensifies how low budget the Vauxhall advert was.
Mazda used every opportunity to make the viewer desire the car, through emotions by reminding you the viewer of what the feeling was like when you had your first tricycle or bicycle, also the frequent use of children, it is well known that children tend to influence the sale of most products, the zealous looks in those children’s eyes helped to reminisce the feeling of freedom and taking control. In addition the advert used similes to express how important these feelings were for example “With Mazda this feeling comes as standard” The use of a simile here accentuates the lifestyle that you acquire when you buy the car.
There is furthermore an enormous amount of camera adjustment throughout the commercial this is shown in the relentless panning from left to right as the car speeds past allowing you to see the car from many angles. The weather has always and will always influence the way a product is regarded, the MX5 just happens to be cruising open top, in the blistering sun, which in effect does appeal to everyone, nobody would pass of the opportunity to experience the freedom of speeding around on a hot motorway with the wind in your hair.
The general message that comes across from this advertisement is a car to revive your youth. The Vauxhall advert is excessively informative and is immediately put into perspective when both adverts are viewed. The background music really does not compliment the commercial in the slightest unlike Mazda’s catchy jingle. The condescending benevolence of, “0% finance over three years,” just emphasizes how desperate Vauxhall are to sell their cars.
The slogan, “Something to brighten up the dark British winter,” also converted into a cheap pun with the brightness gauge appearing in the bottom left of the screen. Five seconds into the advert and it simply becomes sensory overload too many images and words appear at the same time as voiceovers. My opinion is that Mazda far exceeds Vauxhall in the effectiveness of the adverts this is apparent through the amount of people one hears humming zoom, zoom, zoom and through how effortless it is to remember the Mazda advert as opposed to Vauxhalls’.
