Hyundai Advert- WIGLEY

Media Forms:
Which advertising techniques are being used?

In the advert there are several different advertising techniques used one id the use of humour. The humour in the advert is the fact that the baby does all these different activities, like jumping out the cot, waving the keys in the air and running of. Also for example when he driving along and he see’s the man he waves to them and the man’s facial expression is funny.  These humoristic engage the audience through laughter.

Another technique used is shock tactics, for example all the things the baby does is impossible for a child his age. A baby wouldn’t be able to jump out of his cot let alone drive or surf. This technique catches the audience’s eye and makes them want to carry on watching it as it adds into the shock elements and the humour elements.

Representation
How is gender represented in this advert?

The narrative of the advert follows a patriarchal view; a male dominated area. For example it is a male who is driving throughout the advert and also he is the one surfing at the end, where as the female in the advert is picked up on the side of the road and comes later on in the advert, where as the male is there from beginning till end. Also while the male character is surfing the female is sitting to the side laughing and giggling.

Another representation of gender is through Aryan ideology. Both Genders have the blonde hair blue eyes and white skin and are within the society. This connotes the angelic children which would fit into the idea of innocence of the car.   

Institution
what is communicated about the Hyundai brand and the experience it offers?

One of the experiences that it provides is freedom. We can infer this from the different events that take place, for example the boy “escapes from the cot” which relates back to the theme of freedom. Also the open roads and wide open ocean all relate back to the theme of freedom.

Also the use of having a child shows that the company is forward thinking and futuristic due to the fact that they have a child who will soon grow up and will actually allowed to be drive, showing the reality of the real world and how the kids of today will have a car like this in the future.