Vw advert analysis sheet

1. What style of radio advert is it? (humorous, serious, factual, fiction, pastiche, repetition,
simple, complex, nostalgic, modern, futuristic, aggressive, seductive, persuasive, surreal,
immediacy, long term)
What was the overall message?
What types of voice/s were used in the advert? (Male/female, young/old, foreign accent,
British accent, celebrity?)
What tone of language was used? (Conversational, informative, jokey etc)
Was there a tag line or slogan in the advert?
How many times was the product or company name mentioned?
Was there any contact details mentioned? (Phone number, web address etc)
What music or sound effects were used?
They use a stereotypical man and women to promote the car. It’s simple and futuristic, the
way that the women is presented is as if she is the sat nav in the car telling the target
audience the information, she is being stereotyped as a women that just cares about the
‘bootspace of the car’ where as the malesvoice isjusta normal man’svoice talking about his
‘boy toy’.
The overall message is trying to get drivers to buy the Volkswagen Passat Highline Plus.
N/A- no taglines or slogans were said.
Both of the people were well spoken and informative.
During the advert 2 voices are used one is male and the other is female. The man’s voice is
just a deep normal man’s voice talking about how much the car costs, the sat nav (boy toy)
and telling us the web address whereas the women is very futuristic and sounds as though
she isthe sat nav. She is stereotyped as just a women talking about the way it looks and her
opinionsnotfacts‘It’sa nice car’, ‘heatedseats’ etc. She goes on to say about the Bluetooth
setfor yourbusinesscalls.Sayingif youhave thiscaryou are a businessmanwhichcould also
sell the car- it will make people think if a successful business man/women has this car It’s
clearly a good car.
Volkswagenwasonlysaidonce andthatwas at the end of the advertand that waswhen they
were givingusthe webaddress. Because of thisIthinkthe advertdoesn’tpromote VW well, I
didn’t know what the advert was about at the beginning I just knew it was a car so people
could think It as advertising any make.
The only think mentioned was the web address (Volkswagen.co.uk) they could of added a
contact number or even a social networking site.
The female womenisimpersonatinga sat nav so it sounds as if you are in the car listening to
thispersonspeak, as it is clear its showing If you buy this car with this sat nav its going to be
simple, loud and clear to listen to.
Radio advert analysis sheets
Volkswagen

2. What is the main purpose of the advert? (Informational, sales or special offers, promoting
a particular product)
Why do you think the advert was good or why do you think it wasn’t verygood?
It isfor sales andpromotion theyare tryingto make youwant to buythe car by selling the car
to you.
I think the advert is good the women’s voice sounds as if it’s coming from the car on the sat
nav soit is givinganexample of whatits sounds like. As its giving away a sat nav with the car
it is appealing to the target audience as they are getting something for free.
On the other hand it could be better promoted by using its name more and adding more
details about how to speak to someone if needing help.