Honda – the cog v1
- 1. Advert Analysis: Honda – The Cog This advert has a very clever and creative concept, starting with a single cog, through the theory of cause and effectthe camera leads the viewer through all of the components of a vehicle to the finished car. The advert uses the persuasive technique of transfer to connect this concept to familiar and admired concepts elsewhere, for example, Rube Goldberg machines in which amazing contraptions are activated through feats of engineering and imagination are viewed and admired in particular by on-line/new media audiences and as such feel very on trend. This advert was all filmed live action and is very unique and audacious in style, leading to a genuine reaction of disbelief and amazement by the viewer at what feels like a single performance or seamless stunt. It is also an example of the persuasive technique of pathos, because this advert creates a strong emotional response, in this case amazement, fascination, surprise. The advert starts with the first cog rolling down a piece of wood, then hitting a bigger cog and this continues with the components getting bigger and more complex as the advert progresses. This concept creates awe and wonderment with the audience and keeps them totally hooked and interested across the full duration of the advert, making them wonder how it will play out, increase in scale and what brand it is. It is also a very clever way to show off some of the cars features and qualities using the persuasive technique of ‘AvanteGarde’, for example about 25 seconds in, there is a row of tyres sitting on a horizontal metal strip, but the tyres do not move despite being on a slope, this is to show off the tyres grip and low weight, but in very subtle way, and give the impression to the audience that their tyres are beyond other brands in terms of technology and craftingie. no-one has seen tyres do this before. Another example of this is when a fan is turned on with a battery, and moves across the floor only from the suction it creates, showing that it is very powerful and well designed. These kinds of signs are indexical, as we already know what most of the objects do and their purpose, but in this ad they are being used in a very different way. Throughout the entire advert, we are shown the benefits of the components and how well made they are, assuring the audience of the quality of the product/car, this is an example of the persuasive technique logos, because if people see well functioning car parts, they will logically assume the car as a whole is also of a good quality. Unlike other adverts, this advert does not use a musical soundtrack until the end;the audio is mainly diegetic primarily featuring the actual noises of the components in the live action footage, overall this creates a kind of suspense throughout and a curiosity with the audience. Near the end, after a CD is inserted into the machine, music starts to play which is when the advert begins to pay off, as ‘Rappers Delight’ is playing in the background (a very nostalgic track which many will remember and pay attention to) playing on Honda speakers, the car comes into sight and a narrator says ‘Isn’t it nice, when things just work’, which relates to the entire advert and helps to make everything clear with the concept. The voice of the narrator at the end of the advert, is very clear and low pitched, implying that he is an older and wiser man, and he says ‘Isn’t it nice when things just work’, this is an example of the persuasive technique, ‘weasel words’, as there is no guarantee that the car will perform perfectly every time, but it makes the audience want to buy the car for the fact that they say it will. This advert is aimed towards people aged between 25-50+, as they are old enough to drive, but also in the social grade of A to C1,as they are the kind of people who can afford this particular car, which in this case is a large 5 seater car big enough for a family. They are also likely to be in the resigned psychographic category as they tend to look for safe and efficient products like the car in the advert.