Micra Advert

The letters give out details of price and information about the car. The letters also give you details on the specifications of the car. The letters are also different in some ways e.g. the jeep Cherokee is the only letter with a picture. The rover is sponsored by the common wealth games. And the V.W gives you the chance to win a family holiday in Alton Towers. And you are also invited on an open day to take a closer look at the new Sharon TL. The jeep offers a chance to win a 1000 in a prize draw. The T.V adverts were quite different they, put the same message across as the posters and letters. One of the T.V adverts I looked at was the new Audie Quattro.

The advert starts with a man riding a bull in a big stadium of sand. It was set at night, and all the floodlights were on. A slow drumming horn gets louder and louder during the advert. The man manages to tame the bull, and the bull stops jumping and stands still. The next scene is the car pulling up, really close to the screen. The background was black and then the writing appears, " the new audie quatro," "the ride of your life." By the end of the advert the horn is very loud. I find this advert very effective because, it was short and good, with a good slogan that went with the rest of the advert very well. I thought this advert was aimed at males, because it has a bull rider at the start in a big stadium.

All of the adverts were different because they had to target different audiences. The different mediums used different techniques. The posters had to be eye catching and interesting to look at, the TV adverts had used visual effects as well as musical effects. The letters were persuasive and personal and gave you a lot of information, where as the T.V adverts and the posters had to interest you, and make you want to find out more about the car. I thought the most effective advert was the T.V advert of the Audie. I thought it was short and very memorable. Over all I think the TV adverts were the best because they were more interesting than the others, and would make me want to bye a car more than a letter would. The Nissan Micra advert published in the Guardian's Weekend on 31st May 2003 is an advert that has many features to make it appeal more to the audience. Possibly the most effective are the features used to create the adverts' layout.

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This is because the images are a lot larger than the text on this advert. The images are laid out to appear like a chronological cartoon where the woman is using the widely mentioned 'Intelligent Key', one of the Micra's unique selling points (USP). The first image is of the key, showing us the badge of the Nissan logo purposefully showing. The more the logo is used, the more we can be reminded of its brand. Nissan have not overused it: If most people quickly glimpse at the advert as if they were flicking through Weekend they might only notice the one logo, although if you look deeper, you may notice more being used discretely.

The next image details a handle without a keyhole, to emphasize the fact that the Intelligent Key is so helpful. The key is designed to remove the need for physical handling of a key: It senses when you enter and leave the vehicle's vicinity. Penultimately, the image shows the woman walking nearer to her door, bag in hand. This might prompt people to think she is too busy to have a spare hand for her key. Finally, she puts her door key into the lock and enters the security of her home. In the featured image, the car is pictured, with the woman a bit further left. She is almost blurry and we cannot depict her face. This will have been designed in the article to make the target audience think it could be any woman being in her shoes. The 'Friendly headlamps' (another USP) that remain on for 2 minutes are shown clearly in this image as she walks, again to show how the product can assist you like no other car can.

At the bottom of the image, there is a large block of white text reading "GADGETS FOR THE GIRLS". Alliteration is used in this sentence to make it memorable and easy to read. It is also in such large font because it is making a statement of similar magnitude. The first line of the article relates this well: "For too long men have had all the great gadgets to play with ... ". Gadgets are the theme of this article: The owner is shown to have modernism and a healthy social life because they own the car, the advert suggests. This is shown with informal language. At the end of the advert, words are merged together to create a Micra language. Words in this language are generally oxymoronic and speak about opposites that can finally come together in the car. This is suitable for the target audience because these words are fluent, entertaining and social. For example: "Modern yet retro? "Modtro, of course." This even appeals to many different personalities, since both sides of the scales are mentioned.

The target audience of the advert is mainly women, which is backed by the strap line: "Gadgets for the girls". Also, the line with "... a load of leggie mates ... " suggests that the car is more suitable for people with healthy social lives and friends. People that are middle class are the target audience as well, since the advert is featured in The Guardian. Women with disposable and discretionary income are included in the target audience too, since many gadgets have high prices for tasks that are wanted, and not needed. The car can be called a gadget in this sense, as there cheaper alternatives to buying the Micra. Newer and younger drivers may want to buy a Micra because of the style and helpful gadgets it has. The image of the lips above 'Do you speak Micra?' appeals to these people as they may have time for relationships and the image suggests attraction.

The slogan for the advertisement campaign is "Do you speak Micra?". This is a rhetorical question that refers to the language of Micra. By commanding us to grab a brochure, we can "... become fluent today ..." in Micra. This makes Micra's language seem exclusive and makes us want to see more about the car. Micra language was also a theme used throughout the campaign, so once we have seen the phrase once, we will be familiar with it next time.

Language techniques are also used by Nissan to improve the advert. There is a number to ring and a website they refer us to in formal language, but the rest of the article is informal. Sibilance occurs in the sentence describing the steering features: "... speed-sensitive power steering ..." The sound of the words is very flowing and makes the reader feel more involved. Emotive language, like "Intelligent", "Friendly" and "Crucial", is mentioned too. These suggest to the reader that the car has feelings, which is appropriate since it is helping a woman get into her house in most pictures. This could be classed as personification as it could be taking the role of a boyfriend.

The advert succeeds in being open to people's interests and it is very fitting with the target audience. In my opinion it should not have the word 'Girls' in bold because it may put men off reading it immediately, although women may be drawn in instead. Nissan have also included the logo for intertextuality, which is a good idea too. Finally, they have chosen to put a blue car, background and blue coloured lips on the advert. This is a good idea because blue can symbolize being calm: an emotion the target audience may want to feel.

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