I think the target consumer for this commercial would be men. For one thing, the only characters focused on in the commercial were men: male police officer, tow truck driver, auto shop worker, etc.
More specifically than men, the commercial caters to fathers. Average, middle class fathers, most likely with a wife and more than one child. Having "they lived" repeated during the commercial is designed to activate a father's paternal instinct to protect his family (need to nurture). This idea is completely captured in the last seen of the commercial, with the dad staring lovingly at his family, feeling lucky that he chose to drive a Subaru.
The phrase repeated over and over is also the repetition technique. If the consumer gets one thing out of this commercial, it's that people who get into a crash while driving a Subaru live. There are also no other words in the commercial, so that concept comes across pretty clear without any other dialogue to distract from it.
The commercial family seems pretty ordinary and because of this I think the technique most likely used was plain folks. Since the family looked so relatable, the consumer would see how similar their family is to the one in the commercial and then realize that if that family got into a car crash then so could theirs, and then making them think that they need a Subaru or else their family will die.
The other characters in the commercial also seemed like they could have been a part of a testimonial. Police officers, tow truck drivers, and auto shop workers are all professions that deal with car crashes on the daily and the fact that they seemed impressed that the family lived shows that they approve of the Subaru.
No comments:
Post a Comment