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Analysis of the Subaru Advert
The advert contains extra linguistic features, which catch the eye when looking at the advert. They hold the reader�s attention. The picture shows the Subaru Legacy in a wide-open space to show that with this car you can get away from people and go anywhere. The sky is slightly blurred in the picture to suggest the speed with which the car has come into the picture. The car is presumed to have stopped at high speed showing good traction and holding ability. Which is need on a car with four-wheel drive.
The logo is shown at the bottom with Brand name beside it and in the laurels with the awards. The logo is used in this way to stick in your mind so that if you see it again you will immediately think of Subaru. The laurels around the logos representing the awards are used to link to the phrase “ But not resting on our laurels” which is in the text, meaning that Subaru are always coming up with new ideas and theories for new cars.
The slogan for this advert is “ The new Subaru Legacy. The next generation.” The word “the” at the beginning of the slogan introduces the car it makes it sound unique as if it�s the only one in the world.
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New makes it sound sparkling and different; it also links to next generation as if it�s a starting a new generation in the making of cars. Ogilvy said that new was one of the most powerful adjectives you can use to attract attention in a header.
The brand name comes next followed by the product name legacy. Legacy is a gift or sum of money, which is passed from the past generation to the next generation; this name is linked to the second part of the slogan, “ The next generation”. A Legacy is usually something valuable or precious; this is a very good theme for the car. The next generation uses the word the again to introduce it and next generation means that it is better than the generation it is from the one which we haven�t even got to it is that revolutionary it is a break though.
The advertiser has used short sentences to keep the reader interested and to make the slogan short enough to remember.
As well as the main slogan the picture also has its own caption, which reads “ What their engineers don�t know about all-wheel propulsion isn�t worth knowing.”
This caption is saying that Subaru�s engineers know everything there is to know, they are the best and their work is the best. The phrase “ all-wheel propulsion is used, this is another way of saying four wheel drive, this is done to give extra effect, they have created a compound using wheel as a adjective. The word their is used. This makes it sound as if someone is talking about the performance of Subaru from the outside, so there is used instead of Subaru�s engineers. This makes the company sound more of a family rather than a multinational company.
The first word of the main text is Applauded, this makes the reader think that Subaru have already received recognition for this new car.
A pun “ Applauded for its sure-footed command of the road,” is used to make the four wheel drive feature seem safe and reassuring like a mountain goat. A car cannot be sure footed but a goat can. This is a metaphor because it is imaginative rather than real. This is connected to the target audience in that a four-wheel drive car is expected to have good traction and to be safe.
Command is used to show that it has control of the road and is never dangerous it is in control at all times. The word earned is used to suggest that it has done the work and so deserves the praise given to it. Universal is linked to the next generation, to show the amount of praise it has received and the large distance the news of this brilliant car has spread. Acclaim is another word for praise or recognition.
The car is described as a driver�s car telling the reader that it is the driver who gets the full benefit of the car. He is the one who will buy it and he is the one who will get what he wanted. The phrase “ Subaru are not resting on their laurels”, means that they are continuing to improve the cars that they make. This hints that other companies are resting on their laurels.
To keep peoples attention alliteration is used in the next sentence with the repetitive “r“ in the words reshape and refine, both meaning that the car is made better, improved. The alliteration on the consonant r is used throughout the whole advert to hold it together and keep the concentration of the reader.
Subaru have improved the old world beating legacy saloon. The old Legacy was world beating but this car has earned universal acclaim.
So the old Legacy was the best in the world but this new Legacy is going to be universally renowned.
Concrete nouns are used to make features sound better. The turning force of the car is described as the torque and the word reliable is also used.
To make the meaning of nouns more explicit nouns are often pre-modified by lists of adjectives e.g. famed horizontally opposed .0/. litre engine
Four modifiers are used before bags in the following sentence
ABS twin front air bags. Superlatives such as world beating, toughest and roughest are used to suggest that this is no ordinary car it has been associated with the above things.
The records of different wins in rally championships show the success of the Subaru Company. Circles of Laurels above each championship win surround the Subaru logo. This is done specifically to show Subaru have not been resting on their laurels. It gives them a certain heritage, which is making their relatively new company seem old and experienced.
The product name is mentioned four times throughout the advert this is to help the reader to remember it. The brand name is repeated five times during the advert to make you remind you that Subaru made this brand new four-wheel drive car. At the top and the bottom the logo is also present to help this to be unforgettable.
This car is aimed towards both men and women. The men are given information about the size of the engine and the fact that it has been proven on the toughest roads and roughest rallies on earth. In this sentence the ending is used to reinforce the facts given. For the women the advert provides details of the cars ABS twin fronted air bags and the anti-theft immobiliser. The word luxury is also used, which is a very appealing word for women it suggests images of space and velvet. The car is quite a big saloon so this car could be aimed at a family who live in the country and need the four- wheel drive feature but work in the city and think that a saloon would be more appropriate compared to a land rover style four-wheel drive.
This advert is presented as being very serious and respectful because of the type of buyer it is aimed at. A serious working person who needs both the saloon style and profile of the car but also requires the added feature of four-wheel drive. Analysis of the Subaru Advert
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