Besides the fact that I have always been a Mercedes-Benz automobile fan, what strikes me most about the ad is its stark simplicity, direct message and its extensive use of the color black to invoke certain emotions from its target audience.Well then, let’s begin to analyze the ad and try to apply the concepts that we’ve learned so far in COM 101. I shall begin with the choice of color:
The color black, in my opinion, is used extensively and solely to invoke our persuasion appeal of “pathos”. Black here is used to arouse our notions of power, sophistication and luxury. It is also used to effectively contrast against the white glares and white fonts to conjure some notion of professionalism and class.
Next, let’s bring our attention to the Mercedes-Benz symbol, located at the top right corner of the ad:
The Mercedes-Benz symbol is synonymous with the concepts of power, wealth and reliability. Especially back in the late 1990’s, to own a Mercedes-Benz car is akin to flexing your financial status on the streets of Singapore. The Mercedes-Benz symbol, which has been around since the early 1900’s, also speaks volumes of its rich history in the automobile industry, further enhancing its credibility and reliability status. Thus clearly we can see that the symbol alone appeals to our “pathos” (notions of wealth and power) and “ethos” (appeals of credibility and reliability).Then we come to the showcase of the ad, a sleek black sports car, a new model in the Mercedes-Benzs stable of sports cars, the CLC Sports Coupé.
Notice that again the choice of color for the coupé is black. Not only does it reinforce the notions of power and luxury, I personally think a black sports coupé is kind of sexy as the color black accentuates curves and overall sleekness of a car, especially a sports one. To further appeal to our “pathos”, the white glare behind the coupé adds a “shine” to the coupé and a dream-like appearance to the car. Aren’t we all attracted to shiny, glimmering things? Don’t we all dream of uncovering wonderful treasures?
It is appropriate then the main text of the ad reads:
Here we see the advertisers toying with our “logos” and “pathos”. By associating the coupé to a “dream car”, the advertisers are inadvertently telling its audience that the object of their dreams has finally arrived and that their automobile and driving fantasies can become a reality with the CLC Sports Coupé. A simple question is all it takes to invoke a sense of fantasy which is then immediately grounded to reality with the simple reason, “The new CLC Sports Coupé is here”.
Finally at the bottom right corner of the ad, we see the words “Mercedes-Benz” clearly and proudly printed as a reminder and reinforcement of its symbol, strengthening its “ethos” appeal.
So there you have it! Mercedes-Benz new print advertisement for its new line of Sports Coupé deconstructed and explained, albeit rather simply, using the concepts of “logos”, “pathos” and “ethos”. Simple yet effective in getting its intended message across to its target audience..
So what do i think of the ad?:
Now…if only I have wads of cash to burn and actually owning a driver’s license…
5 comments:
Pretty good analysis. Mecedes-Benz has tended towards classier types of advertising, similar to those we can see for verious types of jewellery.
A simple layout with only the important item(s) they are trying to sell means the reader doesn't get as distracted compared to say an NTUC advertisement.
The floating car (it looks like its floating anyway) does tie in to the "dream" imagery. Its a differet way of advertising compared to sporty luxury cars I guess.
The way you break down the attributes of the advertisement to detailed decriptions (much like 'A' level literature exam! lol) made me realise the effort & creativity behind the making of the advert.
While some may think it's a boring ad which is too simple and empty, some too may appreciate the beauty of simplicity.
An ad doesn't need to be loud or colourful or wordy to be eye-catching, right? :)
Great job.
An explicit approach in analyzing the concept of this Mecedes-Benz advertisment. Succinct and direct.(: Black represents style,elegance and prestige. Yet, there is a subtle hint of danger and excitement behind the wheels of this coupe. This mono-coloured ad leans towards ethos as it exudes charisma and convinces the audience the worth of this luxury.
a superficially simple advertisment. yet brings about much more meaning to it. u did a great analysis of the whole advertisement. however, i felt that the advertisement is bias in the sense that it is fully depicted in black. which also means that it may not appeal to most females. your entry has been mostly disussing bout the pros of its. while, it is understandable since u are such a fan! :D
CONSUMERISM!!!! I feel that the media is sometimes so effective, that it ends up making people feel like they need more and more. They have to own this to feel sexy, or own that to feel competent. This only shows the power of proper communication and advertisement. Oh well..cars have never held that kinda interest for me anyway.. I'm not affected.. woot
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