Mercedes-Benz vs. Hyundai

In class, we discussed the different aspects advertisements of various level of clothing brands.
They represent in different, specific way because consumers they are targeting are different depends on their economic status.
Obviously, the expensive brands seems more exclusive and make a person who wears feel special unlike other brands like Tommy Hilfiger looks more casual and open.
There are similar trends on car commercials: Mercedes-Benz and Hyundai.Mercedes-Benz is knows as very expensive car while Hyundai is more economic and popular. Therefore, they target different consumers according to their economic status.


http://www.youtube.com/watch?v=K-tHKRRJvPA&feature=related
The first advertisement of Mercedes Benz is about a blonde joke, set in the local library. A woman greets a librarian and proceeds to order French fries, a burger and a milkshake. This ad is full of stereotypes -- the loud American dumb blonde and the polite, patient librarian woman with curly hair. And the intelligent engineers behind the German Mercedes. "Beauty is is nothing without brains." The second advertisement is about interviews of prominent, rich owners:Diana Rudman, Keith Barksdale, John Brigandi, Ken Austin, Dr. Tom Haveron, Todd Morici, Ban Gasby. Also, it says "unlike any car" as it specializing the car. The third ad describe the car is "avantgarde" and "elegance". The music in the commercials are relatively quite and classic. With these examples, Mercedes Benz aims people who is rich, intelligent, upperclass.


Unlike the commercials of the Mercedes Benz, the first ad of Hyundai seems more casual and happy. The scene that young babies drive car implies anyone can drive the car easily even young people. Also, the scene two people together in the car makes the ad more casual. The music is more playful and enjoyable than Mercedes Benz. The second ad shows how Hyundai car has "reasonable price" and "amazing warranty." This shows the car is economic. The quote that "that's what everyone wants" means how anyone can buy the car without economic pressure and popular it is. Therefore, the people Hyundai targeting are middle class and ordinary who consider price, warranty, and efficiency more than design, brand, and performance.