Ad Analysis, Essay Example

In order to effectively target customers, marketers have to understand the prevalent perceptions among the targeted customer groups. Only by understanding their customers can marketers design effective marketing strategies. As far as electric cars are concerned, the general perception is that electric cars are slow and unattractive and their only purpose is to go from point A to point B and do so cheaply and without damaging the environment. One look at Fisker Karma’s print ad (Flero) and one cannot help but notice that the company set out to change these very perceptions with its electric car. With this advertising campaign that included both print and video ads, Fisker Karma sent the message that its car is everything electric cars usually are not.

The company doesn’t merely exhibit the car in the but has strategically placed it to emphasize its styling from as many angles as possible. The darker background helps to prevent distraction by putting car at the center of attention and one cannot help but notice the metallic paint of the car which only enhances the appearance due to focused light. It is clear that the company wants the audience to fell in love with the car at first sight. The inclusion of a model whose attractiveness has been hinted by her perfectly-shaped legs reinforces the company’s message that Fisker Karma is not merely electric but an eye-appealing accessory which will enhance the social status of the owner. Here Fisker Karma exploits the conventional idea that cars are representative of the owners’ social status and beautiful women are attracted to those with nice cars.

The company doesn’t only use images to communicate the characteristics of the car but also uses statistic which are often used to measure cars’ performance and power. By letting the readers know that the car’s engine power is 403 Horsepower, the company wants to present its product as a perfect substitute to fast, sporty alternatives that run on gasoline. Even the company’s tagline ‘Pure Driving Passion’ is meant to persuade readers that Fisker’s electric car is not just a mode of transportation but a fun ride that provides exciting driving experience.

The ad also emphasizes the car’s fuel efficiency. The reader doesn’t only see electric pump attached to the car but also the estimated mileage of 100 miles per gallon at the top left of the ad. It’s as if the company wants to send the message that Fisker Karma provides the best of both worlds. Usually cars with powerful engines tend to be gas-guzzlers but Fisker Karma is highly efficient in terms of fuel consumption yet it offers performance and driving pleasure comparable to sports cars.

One also notices that the focus in the ad is one visual appeal rather than textual data. The ad is an attempt to appeal to readers’ emotions that this car exhibits all the traits of powerful, gas-guzzling sports cars yet it is fuel efficient and environmentally-friendly product. The combination of an attractive model and the car’s sporty look is very tempting and appeals to readers’ primary desire of being socially perceived as attractive and popular. The accompanying video (YouTube) also suggests that it is a powerful car that merely happens to run on electricity. The video also utilizes an attractive model to present the car as a status symbol. In addition, the video touts the car’s green credentials that it makes people hot, not the environment.

If we look at the overall message of the print and video ads, Fisker wants to change the prevalent perceptions of electric cars and want its product to be seen as the perfect substitute to gas-guzzling automobiles with powerful engines that sacrifice fuel efficiency in the name of driving experience and power. In fact, Fisker is not afraid the suggest that its electric car is one step ahead of the gasoline alternatives because it doesn’t ask for compromise but instead offers everything a customer could ask for. In fact, the ad campaign merely hints at fuel efficiency and focuses primarily on visual appeal and driving experience.

The overall impression of print and video ads is sexy, tempting, and materialistic. The video ad goes an extra step by showing a romantic liaison between the model and the car and how the car succeeds in completing seducing the model. The ad may be a turn-off to some, especially those who oppose the over-sexualization of the culture but the ad indicates that the company’s targeted customers are adventurous people with money who are conscious of their social image. The focus on adventure is obvious as soon as the video ad starts, with car drifting around in circles before it is approached by an attractive model.

The company succeeds in convincing the audience through both print and video ads that Fisker Karma is everything electric cars have not been. When people think about electric cars, they usually think of Toyota Prius and the likes and not surprisingly, equate electric cars with lack of power, boring rides, and unattractive looks. Fisker’s ads tell the audience that electric technology has caught up with gasoline energy and Fisker Karma is the proof. It can do everything that a conventional sports car can do and more. The ad mostly makes its case by using visual appeal and emotions to connect with the audience.

References

Flero. Fisker Karma – Pure driving passion. 22 August 2012. 1 April 2013 <http://www.flero.net/fisker-karma-pure-driving-passion/2010-fisker-karma-ad-campaign-legs-1024×768/>.

YouTube. Fisker “Get Hot” commercial for Karma PHEV. 1 April 2013 <https://www.youtube.com/watch?v=mo5YOZ2saZk>.