Textual Analysis , Hyundai baby advert

Textual analysis
Media forms: Which advertising techniques are being used?
Throughout the advert various techniques are being exploited to make the advertisement seem more appealing. An example would be the pace of which the advertisement runs through. Quick, sharp and provides us with the information we need to trust the company enough to invest in it. The pace is quick so it tends to stick better especially as it also addresses the company’s motto at the end; ‘drive your way’. The producers of the advertisement also choose to include the irony, for instance it is ironic that a pair of babies could stumble across the concept of driving and surfing on the water when yet they can barley manage to stand on two feet. Another message that could be conveyed through this is that the car they’ve produced is so safe that even a toddler can maintain the running of it. Also the use of irony in the advertisement makes it humorous and when it is funny it seems more significant as it makes the viewer feel upbeat.
Representation: How is gender represented in this advertisement?
In the advertisement both of the babies who play a role are different sexes. Therefore emphasizing the theme of equality. Even though the car is being driven by the boy, this also could connote that males even from a young age are more dominant as the boy is in the driving seat he is taking control of the situation while the female youngster is in the passenger seat smiling and generally having a good time. Also again even though they both go to the beach only the male boy is surfing while the female is in the car having fun observing. And again at the start of the advertisement when the boy climbs out of his cot he is the down who picks up the keys and this could be a symbolism that the keys are in his hands and he is the one making the decisions. Through this, the advertisement looks as if it also believes in the traditional roles of men and women where men take action while women are taking the backseat.
Institution: What is communicated about the Hyundai brand and the experience it offers?
The Hyundai brand is portrayed as experienced and one which viewers would like to pursue interests in. The producers purposefully choose to include two babies in the advertisement to make the seem more responsible and also the it made the advert cute because they’re babies. The majority of people would find them adorable and also the humorous side of the advertisement where the baby is surfing and performing different stunts on the surfboard. As a whole the babies make the advertisement seem more jubilant,
Audience: Who is the target audience and how does the advert attempt to persuade this audience to buy the product?
The target audience for this advert would most likely be people over the age of 30 +, parents who are planning to settle down or on the verge of conceiving their third child. The advert intends to persuade the audience to purchase their product by ending the advert with a sweet and romantic scene which will hopefully entice viewers who are looking for a car which is suitable for the family.