Ad+Group+5


 * Back to Analyze Advertisements page **

RR, RR2, KJ
 * Initials of students in the group: **

Kia Commercial


 * Background Information: Language of Persuasion summary (see Language of Persuasion for full text) **
 * 1) **Association**: links a product, service, or idea with something already liked or desired by the target audience
 * 2) **Bandwagon**: everyone is using the product
 * 3) **Beautiful people**: good-looking, beautiful people use the product
 * 4) **Bribery**: buy something to get something else, like a discount
 * 5) **Celebrities**: famous people testimonials
 * 6) **Experts**: scientists, doctors, engineers, etc
 * 7) **Explicit claims**: tell exactly the price, ingredients, etc - and often compared to similar products
 * 8) **Fear**: if you buy the product a bad situation will not happen (bad breathe, car accident, etc.)
 * 9) **Humor**: humor attracts attention, makes us feel good and feel good about the product.
 * 10) **Intensity**: many superlatives (greatest, best, etc)
 * 11) **Plain folks**: A type of testimonial but with "regular person" just like you using the product
 * 12) **Repetition**: words and sound repeated to become more familiar to viewers
 * 13) **Warm & fuzzy**: sentimental images especially of families, kids and animals.


 * Assignment **
 * **View 5 of the Super Bowl 2014 advertisements. (see links on Huffington Post)**
 * **Select one to study in more detail. Provide the URL of the ad. (Each group will do a different ad.)**
 * **Then answer the questions below about the message in the advertisement on the assigned wiki page**
 * 1) Who created the message?
 * The Kia car company.
 * 1) Why is this message being sent? What is your evidence?
 * This message is sent to persuade the audience into buying it. My evidence is that they say that this car is the most luxurious car ever.
 * 1) What is the target audience? What is your evidence?
 * The target audience is wealthy adults because they have an artist from an R rated movie, and the car is expensive.
 * 1) How might different people (of different age groups, religious groups, nationalities, etc.) understand this message differently? What is your evidence?
 * Older people would recognize Laurence Fishburne as the Morpheus in the Matrix movie. Younger people might understand that the concept that there was a famous character from a famous movie a long time ago.
 * 1) Which language of persuasion is used in the ad? Provide evidence from the ad.
 * They use Celeberities, because they use Laurence Fishburne ( Morpheus ) from the Matrix, and Beautiful People, like the 2 other actors.
 * 1) Would you buy the product? Why or why not?
 * No, because we are not old enough to drive and buy our own cars. If we were older, we might buy the car because it has many cool features.


 * 1) What creative techniques are used to attract attention of the target audience? (see bullet list below)


 * logo (when and where? - The logo is used at the end of the commercial.
 * lighting? (bright? dark?) - There is pleasant lighting, which is the mix of light and dark.
 * camera angles - There is a camera angle that is to the side as well as on top of the car
 * distance of shot (close-up, medium, long shot) - The first scene is a close-up, which was during the key scene and the opera scene, while the end is a mix of medium and long shot, when they are focusing on the car.
 * sound track - They sing an opera song during the experience of luxury of the K900.
 * special effects - T hey blow up cars and make them fly to add a taste of action to the commercial.
 * characters (people and/or animals or animated product) - They use characters from the //The// //Matrix// as well as celebrity guest star Laurence Fishburne.
 * celebrities (Why is this celebrity selling or demonstrating or using the product? - Do you think they really use it?) They use characters from the // The // // Matrix // as well as celebrity guest star Laurence Fishburne.
 * costumes - The use the costume from //The Matrix//, but the people driving the car were wearing formal clothes.
 * setting - The setting is in a tenchnologically advanced city.
 * other?