Advert Analysis - Mercedes-Benz

 

The new Mercedes-Benz S-Class: King of the City Jungle

This is an advertisement for Mercedes-Benz's 2017 S-Class car. This advertisement focuses on advertising their new Energizing Comfort Control which includes a Mood Changing Technology system which adjusts temperature, fragrance, lighting mood, seats, music, and other components.

Media Language

This advert was made to advertise the new technology in the Mercedes-Benz's 2017 S-Class car, and instead of directly explaining and showing what the technology is and what it can do, they instead do this by first telling a story which has a problem/disruption and making the technology as the solution of the problem/the attempt of repair which in this case the repair is successful. This storytelling advert technique is used to make the advert more interesting and appealing to their audiences. The producers made the main character a human with a lion head by CGI to make the advert more iconic, appealing, new and easier to be remembered by the audience. It is also used to bring and exaggerate the personality and character of the main character. 

When the lion pressed the button, the producers added special video effects and added a purple filter to emphasize how the technology in the car is magical that it can change the mood instantly. The music changes from a tense, stressful, fast paced music into a relaxing vocal music to really show the contrast between moods the main character was feeling and to make the audience also feel the same way about it.

Representation

In this advert, the main character is a CEO of a company and it mostly represents high-class, rich, white men with power and authority. This is represented by a lion which connotes being powerful and being the "king". This conveys that most people in the industry with power and authority are straight, white men. The main character is also seen angry and disgusted when he saw a bowl of salad which is a stereotype of straight, white, men with authority being a picky, stubborn, ungrateful person with anger issues. 

Although most of the representation is perceived as a negative representation, the advert makes good use of this by making him change him into a completely different person into a calm, music-lover and a good father-figure when he uses the Energizing Comfort Control technology in the car.

Audience

This advert targets people in ages 25-40. In the advert, the main character can be seen being angry and frustrated by his work life. This can be relatable for some audiences who work in the same work environment which may attract audiences, who can relate to the main character's problems, into buying the Mercedes-Benz's 2017 S-Class car since all his problems were fixed by the car's technology

Industry

Previously, cars do not have technology this advanced to change the temperature, fragrance, lighting mood, seats, music, and other components by only pressing a button, this technology is quite new, making Mercedes-Benz stand out from other cars. 

Although not shown directly which brand, but there are other brands of cars in the advert and people in it looked stressed out while the main character in the Mercedes-Benz car looks relaxed and happy. This is shown as a contrast so the Mercedes-Benz car looks more special and different than other cars.