Cinematography analysis --- 3 idiots (2009, Rajkumar Hirani)

Analyzing Advertisement (Vauxhall Zafira)

 


In reference of the Vauxhall official website, ' Zafira is the original, compact, seven-seater family car that shows they mainly target the target consumer as families. It claims this car provide Dynamic driving experience, interior comfort, seven-seater flexibility with sharp styling, cool interior finishers and impressive safety features’. This is also the features that the car manufacturers wants to sell to their consumers. In order to analyze how the advertisement manage to attract their consumer, I will use the Maslow and Packard’s needs theory to create a brief idea of how they attract the consumer by the motivation theory.






From the aspect of target market, Vauxhall claims that safety, comfort and flexibility are the main values of the car. Mostly people who have a family would consider the problem of safety, this car ad demonstrate and shows the advantage of how the car can bring safety and comfort to the audience, which makes people get motivate when they think of their consideration. For example, the advertisement shows that the children and his parents travel from far away to the new house, there is a dialogue saids they drive for a long period' . This can demonstrate to the audience which the car can support long journey, provide comfort ride.... this ideas in the audience mind.






For demographic, the age of consumers might vary from year 28 to 45. In this ages, people mostly build their families and usually they might own their kids. When they need to provide a better transports for their family they might consider of this car as it can contain 7 people in the car with large storage base. Beside western countries have much roads and usually it can travel from one countries to other, Zafira could have much comfort spaces for families travel. When the adults wants to travel with their kids, they might also consider this.









Lastly, the psychographic perspective, the vauzhall zafira mentioned its safety and comfort, when those people bought it they might have good feeling and confidence by driving this car to travel. The car is not like the Gran touring car so people wont feel proud than those people driving a fast and advanced car..



Maslow’ hierarchy

For physical level, people would first consider they have to get water, food or sleep to sustain their life, they might need to travel for getting food from supermarket, thus they might consider to buy a car to help them access to shops, restaurant.... to let them fulfill the basic needs. Zafira sells it safety and comfort in the advertisement, it can provide the sense of security and they might feel safe when driving this car. For Love and Belonging this car sure selling the idea of family, it provides 7 seat and this can contain a family to travel together. 7 seats could also fulfill the car owners desire which he could bring his friends to go out and get entertain. For the esteem level, this car can provide confidence to the car owner as he can bring different people travel around, he might get respect from others and he could feel proud when he brings people from one place to others to enjoy life. The last level of the Maslow is about self-actualization, the Zafira can help the car owners for problem solving. If the car owners have the problem of transport, the car could provide faster speed for them to access places, it is sure a choice other than travelling by public transport. As public transport are more easy to face traffic congestion, longer travel time.... etc problem.



Packard’s Eight Hidden theory


Reassurance of Worth. Zafira offers comfort, and safety. Holder is satisfy because the car can fulfill his needs.He might think it is worth for buying this car as his family member could also get safety when travelling .

As for creative outlets, the owners might choose how to use their car or they can choose how to decorate his car to make it looks more personal. The advertisement demonstrate the car seat are adjustable which the owners could move or adjust according they want. This can also be advantage when people buy this car, they can bring out their creativity.

For sense of power, the car in the ad shows its solidity and it claims it could travel for long distance, which can fulfill people who buy this car they could travel for short or long distance with safety. They can feel they are in control when they traveling.

As for roots, the advertisement is mainly emphasize the idea of family , and people could get the idea of "groups" "teams" or "belongings". This idea could raise their attention of the sense of identity. Also the Advertisement is made of English where people in the Western countries could easily realize the advertisement.

For Immortality, if the parent buy this brand, their children might also wants to have the same brand car in the future, therefore children could buy this brand and keep this brand continue s their preferences.