1. Audience:
Who do you think the commercial is targeting and why?
This commercial is
targeted on people who live in town and use the car a lot. This is a commercial
for a Smart car, which are very small and therefore fit into tiny gaps in
parking lots very well. Henceforth, it’s a good idea to sell this car to people
with little family life that live in town as well as drive a lot.
2. Buyology:
What makes this commercial appealing? Why do you like it?
3. Techniques:
What techniques does the creator use to sell the product?
This commercial is
rather funny. I like it, because it shows the cars weaknesses before presenting
the strengths. Despite the fact that this is not a good aspect to put into a
commercial, it makes this more appealing in this case. The creator of this
advertisement compares the Smart car and an all-terrain vehicicle. While the
smart car can’t deal with the rough soil in the dessert, the all-terrain
vehicle is rather hard to use in town. This way, the company shows the audience
the exact conditions that this car is good for. Due to this rather unusual
technique, which makes the advertisement funny, I enjoyed watching it.
I think this advertisement relates to the technique of Problem and Benefit. Since, it is showing that this car has more benefits than a SUV in the city. Plus, this car is not meant for off-roads.
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