Since this ad loves to pop up before my YouTube videos, I can only assume it's telling me that it wants to be analyzed.
For starters, it stars the ever-so-funny Melissa McCarthy, bringing in the testimonial aspect. "If Melissa drives this car, you should too," Kia is saying. However, her being a comedian is important to the technique, since a comedic approach is being taken.
The need for attention is played to her, as Melissa is being portrayed as some sort of eco-guru, or attempted eco-guru. The comedy appeal is played to once again, as her attempts all end in a delightfully chaotic misstep. That being said, she does keep having to field calls throughout the advertisement, assuring us that she is everyone's go to when in comes to environmental assistance. If that wasn't enough, Bonnie Tyler's "Holding Out for a Hero" is there in the background to show us that Melissa is the hero we've been needing all along. Al Gore, who?? Melissa McCarthy is here!
The tagline at the end, "It's hard to be an eco-warrior, but it's easy to drive like one," is delivering a glittering generality. The idea here is that buying the Kia Niro will make you into an environmentalist, just like that! Environmentalism is a hot topic at the moment, and the many are turning to more fuel efficient vehicles. The target market here is those looking to protect the environment, and the ad is meant to make the consumer feel like they can be a tree-hugger in one simple step: buy this car.
Not everyone can be environmental wizard Melissa McCarthy, but I suppose anyone can purchase a Kia Niro.
Comments
Post a Comment