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A 2008 Ad for BMW Motorcycles, Essay Example
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A 2008 ad for BMW motorcycles (Ads of the World) invites the readers to travel the world in the advertised BMW R 1200 RT motorcycle. The ad shows the earth as a globe with two riders on the BMW motorcycle driving on a road by the sea.
The ad’s slogan “Make the world go round” hints at the product being a touring motorcycle which is so reliable that one can travel the whole world on it. This is an exaggeration because the advertised motorcycle doesn’t seem a good fit to off-road conditions. The ad also chooses a beautiful location in order to tempt the readers to go on a motorcycle road-trip.
The ad is generalizing that the travelling conditions are uniform everywhere, with perfect road networks which is misleading. The ad also doesn’t report any technical specifications for the motorcycle which could help the reader evaluate the capabilities of the motorcycle as well as compare it with competitors’ offerings. The ad also ignores the diversity of places on earth and instead portrays a ride by the sea as the perfect travelling experience. The ad also underestimates the travelling conditions that are often far brutal than showed in the ad and misleads the audience.
The ad contains almost no information including the price which makes it very difficult for the reader to evaluate the product. The ad underestimates the information requirements of the readers in modern times and instead relies solely on visual attractiveness of the location in the ad as well as the brand image. An omission of the pricing information indicates that the marketers might have assumed that the prestige of the brand may make readers less sensitive to the price issue.
Reference
Ads of the World. BMW Motorrad: Globe. 10 September 2012 <http://adsoftheworld.com/media/print/bmw_motorrad_globe>.
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