textual ananlysis- hyundai advert

Media forms
What advertising techniques in this advert are being used?

At the beginning of the advert, the child is shown in its typical state; in a cot, we see a high long shot of the cot suggesting that we as the audience are more dominant. However, as we witness the child climbing out, we see him from a low angle shot, immediately indicating he is now more superior and dominant.
There is non diegetic sound throughout, music that is quite fast paced, and also sounds quite childish, emphasising the fact that it is a child doing these activities. However it is relaxing, suggesting that the vehicle itself is calm and smooth to drive. In a extreme long shot we are shown a small black car, suggesting that it isn’t as good, black connotes power and evil, however the silver car ends up in front of it. This could be breaking the connotations of black meaning powerful because the silver Hyundai is more powerful.
The use of children emphasise the fact that it is a family car, and the size too indicates this. The child in the car wear white, connoting purity and innocence, the vehicle is also very light silver perhaps connoting its purity whilst driving.
The slogan “next generation car” links with the use of children driving it, perhaps suggesting it is safe for children but for the future too, securing their future. It is very fantasy based as we know this would never happen, giving the audience a sense of escapism.

Media representation
How is gender represented in this advertisement?

The male gender is represented as being really quite clever from childhood, as if it is natural for males. They are also represented as quite innocent, because the use of colours and that the children are generally innocent. The male child is shown in a typical male light throughout, suggesting that males are and always will be this kind of “god” since birth, due to all of the pure lighting, low angles and constant use of the colour white. Highlighting that males are more dominant, they are also shown as being childish as they are just driving it and the music emphasises this, but also quite charming when he picks up the female child, helping them fulfil the male stereotype.

Media institution
What is communicated about the Hyundai brand and the experience it offers?

The advert shows the Hyundai brand as being fun, with the music emphasising this because it is fast paced. All of the activities show this too, for example driving in the city, waving at people, shows that it is fun and happy. It can also show that it makes other people around jealous of what they have when the male adult gawped at the car.