Lincoln MKZ 2010 Commercial VS Volkswagen Passat 1988 Commercial
These two commercials clearly show that each car is targeted at different target markets. The Lincoln advert has more of a flashy, more upbeat style, which its purpose is to emphasize speed and modernity. The VW advert is more focused on highlighting the high level of luxury and comfort the Passat is able to offer, with its calm music and fade shots.
The first thing that can be noticed in the Lincoln advert is that the MKZ shoots down from out of space. This suggests the car is extraordinary and out of this world. This will appeal to business men still in their younger years, who want something special for their money. The sci-fi sound effects also add to the idea that the car is out of this world.There are fast cuts in the Lincoln advert, which lays emphasis on the speed of the car. There are also fast cuts in the VW advert; however, the purpose of the fast cuts in this commercial is to show just how hectic and busy the city environment is. The loud sounds of a man shouting and traffic also add to this frantic effect. This all changes though, when the Passat slowly drives along the road halfway through the advert, whilst the camera follows. Combined with the composed music, it gives off a relaxed vibe, as if it has come to rescue the father and daughter from the frenzied city. The woman driving the car looks calm and collected, plus the daughter looks happy too. High class business people with family would find this alluring, as they would be looking for this level of comfort when they are coming home from a busy day in the city.
In contrast with the relaxed approach of the VW advert, the Lincoln commercial has many different camera angles, editing and lighting effects. The camera is never still; it is constantly swinging around, panning, zooming and more. This gives the impression that the camera is trying to keep up with the car, once again putting emphasis on the rapid speed of the car. This is also the effect of the lighting.
The Lincoln advert uses many close ups, so that the viewer can witness the design of the car. Editing has been applied to the car to enhance what it looks like, such as extra gloss and lighting. As a result, the car will probably not look like this in reality. These advanced editing effects are not present in the VW commercial, as it was created in 1988, a time where technology was not as advanced as it is today. The VW advert uses many different camera shots, including medium shots and close ups, to convey the emotion on the citizen’s faces, and the father and daughters faces as well.
Music-wise, the VW adverts’ music has a classical feel to it, and classical music is usually used for relaxing to. This relaxation helps to ensure that the Passat is as “reliable” as the advert states it is. In contrast, the Lincoln commercial has a much more modern, upbeat tune playing in the background, which goes perfectly with the fast-paced nature of the advert. The different types of music also help us to get a feel of who the cars are targeted at. The more classical sound of the VW advert implies that the car is marketed towards the more upper class society, whilst the upbeat sound of the Lincoln advert implies that the car is marketed towards a younger audience.
