This
ad above is for BMW. When I first saw it, I didn’t realize that the guy was
staring at a BMW picture in the magazine. This ad “is to sell the brand, not
the product. There is no text about safety crash ratings or how many miles to
the gallon it gets. It merely claims that if you drive a BMW, you will get
noticed because it is “the ultimate attraction.” This ad is not focusing on
BMW’s carline, but is focusing on what surrounds the product, the brand.”
(wordpress.com)
This
ad also has a little bit of sex appeal. The girl seems interested in the guy
because her hands are around his neck, but the guy is only attracted to the BMW
than her. “This ad shows BMW’s brand image or personality. Products, like
people, have personalities and this idea of personification is taken literally
with the picture of the BMW covering the woman’s face. According to BMW “ the
ultimate attraction” is their vehicle, women are still an attraction, just not
“the ultimate attraction.” Women often wonder why men refer to their car as
their “baby.”” (wordpress.com)
BMW
is known to be a luxury and expensive brand. “Owning a BMW is like dating the
hottest girl in school – everyone dreams of it, but only some can actually
experience it.” (wordpress.com) BMW was also made to fit that lifestyle driver
and people would buy one because of status or to prove a point. BMW has made
its brand well-known as a luxury car.
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