The one I saw recently depicts a dad giving up the keys to his daughter to take the car out driving. The first frame had the Dad looking kind of torn because every parent is scared to see their own kid growing up and driving out on their own. Then the frame switches to the daughter who looks about 5-8. Its a little funny to see such a little girl in the drivers seat, but then later on I realized that the daughter was actually in her later teens and she was only a little girl in the Father's eyes.
This commercial appeals to the need to nurture. One giveaway is that a small child appears on the ad. It targets parents, which have strong maternal and paternal instincts. By showing that the Dad was willing to let his precious daughter drive away in the Subaru, the company is letting its consumers know that the car is safe. The message it sends is that parents can feel at ease when their children drive this car because the car will take care of the child in place of them.
Subaru also branded itself with an identity. It uses the ambiguous word: LOVE, which can mean so many different things to different people. Love has a positive connotation and makes me think of a mix of happy emotions. Although I know that Subaru is not what love is, nor can it give me love like parent would, I like their commercials and have a positive view on the brand.
I like this ad, and I think you made a good point that the ad is definitely appealing to our need to nurture and be nurtured. The nice thing about the ad is that you don't know right away what is being advertised. I think that makes an effective ad. At first it just makes us wonder what this is about. I also agree that the word "love" is good because we automatically associate positive things with it, and this makes us unconsciously feel positive about Subarus. The ad is definitely aimed at parents, who love their kids and worry about them driving around in unsafe cars. They also like to think of themselves as being concerned, like this dad is.
ReplyDeleteI enjoy this ad because its very relatable, since most of us as sophomores are reaching the age were we can drive. I agree it definitely appeals to the need to nurture, because the small cute girl in the beginning which targets the parental instincts. The ad makes Subaru feel like a family car, since the Dad lets his daughter drive it. This gives Subaru a good image to parents, and therefore attracts family needs for a safe car.
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