April 20, 2012
"Release Your Inner Mustang" Commercial
The new commercial for the 2013 Mustang line up is one of my favorites. This commercial was made for the age range of 18 and up, it had no gender specifications, except for the fact that it is a car commercial which generally is made for males, it wasn't made to appeal to a specific race, and was made for middle to upper class people. It was made for 18 and up because muscle cars greatly appeal to those who can drive them and it was made for middle to upper class people because these cars have a wide price range but mostly too high for lower classes. Throughout the whole commercial the background itself was mis en scene. They showed the line up driving through a city which shows that, although they are powerful cars, they can still be used for everyday driving. Also, the placement of the little girl, dressed in an all white tutu, near the end shows that these cars, along with some customization, can appeal to everyone and her reflection in the Shelby GT-500 shows that, even innocence can have a mean side. This commercial uses a bit of snob appeal too. Throughout the commercial, each form of the Mustang is a customized version and makes you feel that, if you get one, you will be unique. Also, with the statement, "everyone has an inner Mustang, release yours," is bandwagon. It suggests that eventually, everyone is going to get this car so you should get yours first.
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The commercial presents the car as a luxury vehicle everyone wishes he had. I think the target audience was age 18-40, both genders, any ethnicity, and definitely middle to upper class. I cut the age off at 40 because although it presents it as a desirable item, muscle cars like this don’t have as high of an appeal to older people. You can tell it is directed at the middle to upper class by the type of people staring at the car drive by. They are all dressed nicely and appear refined or elegant. The advertisement is filled with propaganda trying to sell the car to you. Nick points out that both snob appeal and bandwagon are used in the commercial. Two other techniques used are complimenting the consumer and claim to difference and uniqueness. One thing I would like to add to his point on snob appeal is that mimicry is used in the video to add to the feeling of being unique. When each person sees the car, it changes paint color and scheme. The red and black mustang resembles the first lady’s outfit. The white mustang resembles the second man’s outfit plus the decal on the car is practically an enlarged image of his tattoo. The green mustang with a black stripe looks like the man’s green shirt with his black backpack strap across it. These examples seem to say that everyone has something different or unique about them, and what one drives is a great way to show it. The advertisement almost seems to use transfer to tell the viewer driving mustang will make you appear superior, distinguished, and unique.
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