BMW ‘Design’ Advert
Who do you think it is targeted at? * The advert is targeted at the premium brand automobile industry. * BMW’s target market is high income earners and premium customers who want a quality product.
Why do you think that particular medium was chosen? * The advert reinforces the BMW brand and the premium quality that the brand is. * The advert allows the viewer to visually see the quality and effort that goes into designing the premium product. * With the use of music alongside the advert it captivates the viewer and draws them in, as its quite an intense song.
How would you describe the creative appeals? (Fill)
Although rational appeals are often used for high involvement products like cars, this advert seems to be more of an emotional appeal advertising more of the brand rather than the product. Communicating and connecting with the customers at a more personal level Using words like:
‘Beauty, Passion, Dedication, Love , Beginning of an emotional experience’
Creative Tactics for Video
Decisions have to be made regarding the main focus of the visual such as the product, the presenter, action sequences, lighting graphics, colour and other factors.
Video - The main visual focus of the advert is the BMW cars, through design and on the road. Dark lighting, open landscape shots and human visuals help to create an emotional connection.
Audio - The message is narrated by the voice of an announcer who is not visible. over the top of deep, uplifting background music.
Music – the background music helps to create a mood or setting through the use of a deep, uplifting track
What does the advert want the target audience to do? * The advert wants to create an emotional attachment between the target audiences and the brand. * The advert is designed to remind its current customers that BMW is a brand to rely on.