Textual Analysis - 'Baby Drives Car' Hyundai

Media Forms:
Which advertising techniques being used?

The Hyundai advert is represented in a different humorous way with the use of two little, blue eyes, blonde white skinned children who act grown up by driving the car confidently. This was evident through the facial expressions and posture for example when the kid waves to an old man out the window. The child seems confident and comfortable which can represent what you would expect when you buy this car. 

Another aspect for the audience which they could experience is shock tactics because a young child is sneaking out of the house and taking the car for a ride. In reality that would be very dangerous however the use of humour alongside the shocks creates a ‘feel good’ factor in the way other aspects contribute towards it. For example, the fun and adventurous music enables the advert to be happy, innocent and simple relating again to what the car portrays.   

The use of the main protagonist as male and the woman narrator and singer creates an appeal of the advert to genders, male and females but in my opinion the primary audience is male. More importantly, the use of setting for example the beach, open wide roads and town centres reflects the flexibility of where and how easily the car can drive which is a positive characteristic to advertise to the audience.   

Representation:
How is gender represented in this advertisement?

In this advert the male seems to be dominant character throughout for example, driving the car and taking charge, being ‘flirty’ with the girl that he picks up on the road and last showing off with his surfing skills. All these are examples of dominant stereotypes in the advert which can reflect the type of audience this car appeals to.

The female seems to be a dominant ideology of all women for example, being feminine, flirting with guys and being soft and calm. This is most evident when the boy picks her up in the car and each other giving looks and laughing.

Both genders interact with each other and this could be classified as a sex appeal tactic which is implicit and makes the advert more memorable. It also brings a friendly and soft environment as well as fun which allows the audiences to feel at ease and draw them more into potentially what the car can bring you if you by this car. In both uses of gender, a man who buys this car can impress women and feel confident. On the other hand if a woman was a passenger in this car, they could experience joy and a chance to relax on any type of journey.

Institution:
What is communicated about the Hyundai brand and the experience it offers?

Hyundai is potentially a well known reliable brand through the previous cars that have been made.  The connoted message through this advert which is evident is the fact the kids represent fun, comfort and new experiences. This car also represents safety for any road as it has been shown through the city, country roads and near the beach which reflects the flexibility and capability of what the car can achieve.

Also, another aspect which you could take from the children driving it, is that any driver with any type of experience, old or new will be able to easily adjust to the simple settings and features of the car making the ride overall enjoyable.

Lastly, the slogan at the end’ young generation’ could connote that the car is new, fresh and modern for any age or more specifically to the upcoming generation like 18 year olds. Also you could suggest that the slogan represents the band to have forward thinking and are potentially futuristic but still offering simplicity.

Audience:
Who is target audience and how does the advert attempt to persuade this audience to buy the product?

This advert is mostly appealing to the young male generation of 21 to 35 because of the way it is portrayed but more importantly Hyundai’s slogan which is ‘the next generation’. From this you could connote that the car is within a new generation or a new generation of itself. Either way, the new modern looking car would appeal to a more young male audience.

Looking at socio economic groups, this would also be more applicable for the ABC1 target audience due to Hyundai as a brand and its reputation.  From the advert i realised that they didn’t mention the price, but instead glamorised and expressed the key characteristics of the car. From this you could gather it would be slightly pricey and didn’t want to distract their audience from taking that on board. Hence a more expensive price would appeal to a higher working class as they are more likely to afford it. 

Lastly, looking at psychographics you could interpret that this car would aim to explorers as they like to take on board new experiences with lots of energy, generally they appeal to more of the younger audiences. Also aspirers could potentially be a target audiences for Hyundai as it offers them to create a new and improved status in the car as it is flexible to any surroundings the may visit. Lastly relating to the higher working class, succeeders would also be interested because it allows them to be confident and take on board a new opportunity.