SAAB

SAAB CAR ADVERTISEMENT ANALYSIS

How Does SAAB Create a Sense of Desire Amongst its Customers With This Advert?

The picture advertisement aiming to grab the attention of future car owners portrays the new SAAB SUV in a bright light. Succeeding at conveying an overall theme which speaks to its demographic, allowing the advert to create desire and that jump to action. It does so with its use of diction that all contributes to one main theme. The theme of speed and precision. Secondly, the overall positioning of each factor on that advert aims to attract attention and speak to the main theme. The colouring, use of objects in the background and positioning of the light all work towards making  the car look divine.

This advert grabs the attention of its demographic using complementing diction, to convey an overall theme of the car. On the top right of the page we see SAAB’s slogan, stating ‘’Born from jets.’’ Introducing the fact that this SUV was made by the same company that used to make jets. They portray this as a positive factor because typically jets are known for their speed  and motility. They use transference to shift the precision hallmark of a jet onto their SUV.  Below the picture of their vehicle we see a description characterising the car as ‘’An SUV with altitude.’’ The theme of speed and precision is carried on throughout the advertisement. The use of the word ‘altitude’ again brings back the image of jets and depicts  the idea of high altitude, elevation and peak. Suggesting that this is the peak technology in its market and is the best you can get.  The reference to jet technology later on suggests that SAAB makes great engines which are fuel efficient but fast. As described by ’optimises fuel efficiency* without sacrificing performance.’ On the other hand, besides talking about technology they focus on the experience and end their description with a short a powerful sentence stating ‘Enjoy your flight.’ Again referencing back to the elegance, precision and speed of jets which is unusual for SUV which is what makes this product stand out to create desire.

Secondly what this advert excels at is positioning. As I have mentioned before the SAAB logo is on the top right corner next to which, sits their slogan. We can assume that this advert was positioned on the right hand of a magazine because as soon as a reader would turn the page, the first thing that they saw would have been the SAAB logo. Secondly the car was photoshopped into an airplane storage room that again portrays its speed, power and precision by relating back to the jets. The car is also turned sideways allowing the viewer to see the cars main features, not only the front nor the side, but both. The windows positioned on the ceiling all lead towards the car, dragging the readers attention toward the car itself. Lastly the whole advert is mostly black and white, the only fraction of colour is in the logo. This helps the logo stand out even more, bringing attention to the company. The lack of colour makes the car appear elegant. The picture portrays an absence of emotion, not only making the car look slightly dark and mysterious but it makes it look ‘cool’. The elegance it portrays can also be connected back to the speed and precision.

In conclusion SAAB succeeds at attracting the attention of its demographic by  the positioning of the lights in the background, the positioning of the logo and the choice of colour for the advert. Not to mention the picture of the car model itself attracts attention. It develops desire mostly by comparing it to jets and using transference to shift their qualities onto the car. This is what truly makes the reader want such a product.