Comm 101
Dana Weidman
April 6th, 2014

Media/Commercial Analysis

Marketing is defined as the activities of a company associated with buying and selling a product or service, which includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. One of the most mainstream tactics to market a product to a potential target market is by using TV commercials. The elements of TV commercials, including audio and visual aspects, as well as lighting, camera angles and movement, and music subliminally send messages to a potential customer to capture their attention and appeal to their wants or needs, in the pursuit of selling a product. In 2014, British automaker Jaguar announced a new campaign to counter the heavy favorites in the luxury auto world, Audi, BMW, and Mercedes-Benz. One of their most recent TV commercials, marketing their XF sedan, demonstrates this very effectively. The commercial starts off with a bright white Jaguar XFR, their top of the line XF, driving through a dimmly lit parking garage, while the narrator, with a deep
British accent, stating that "Many don't know that Jaguar is one of the fastest growing luxury automakers." The XFR stops in a parking spot, and then the camera reveals the
Jaguar facing 3 dark greycars up against the garage wall. The narrator says, in a somewhat intimidating way, "But they certainly do." The cars are revealed to be an Audi A6, a
Mercedes-Benz E-Class, and a BMW 5 series. The music grows more and more dramatic as the camera quickly jumps from the Jaguar to the 3 German cars, as if to indicate a standoff. The climax of the commercial arrives when the Jaguar's bright lights come on, the engine