Produced May 26, 2015
Play through 2:40
A simple examination of this commercial reveals British
actor, Tom Hiddleston, driving a ostentatious sports car while narrating how to
be a villain. During the narration, Hiddleston demonstrates the narrative in
what appears to be the usual cinematic handoff between characters, followed by
a pursuit. On a closer examination, one can realize that the choice words in
the narrative are actually being used to describe the Jaguar F-Type Coupe. The
British accent of Tom Hiddleston is inviting to the audience and causes the
audience to associate the Jaguar brand with luxury. Furthermore, while the
audience understands that this commercial is an attempt to sell cars, the
ending quote about "taking over the world," purports Jaguar's mission
to be to be world recognized and the ultimate brand of luxury cars that
buyers would turn toward. This platform on which this mission is asserted
is an example of pride and avarice in that Jaguar demonstrates it’s excellence
over other car brands while wanting car consumers to only purchase their brand
of car.
This commercial addresses wealthy, upper class individuals
of first world societies. These are individuals who in the eyes of Jaguar enjoy
the luxuries of life and ostentatious sports cars. Jaguar comprehends that
through by purchasing a specific kind of car; individuals are making a personal
statement about the way they live, would like to live, or how they want others
to view themselves. Using logos, such as the well known ferocious Jaguar emblem
and glimpses of technology that considered innovative, Jaguar is able to
successfully appeal to its upper class clientele.
Furthermore, the visual platform of this commercial is well
thought out in that the emergence of the F-Type Coupe from the parking ground,
implies that the car being sold to the audience in the commercial is “ground
breaking.” Additionally, Jaguar’s language choices when describing how to be a
villain includes “you should sound distinct,” and “world domination starts with
attention to detail,” actually plays the double role of describing the features
of the F-Type Coupe. The unique analogy of the car to villain-hood to the car serves
to highlight what Jaguar believes might appeal to their wealthy, upper-class
audience. The line, “this happy breed of man,” serves to illustrate the
difference in excellence between the Jaguar F-Type Coupe and other cars. Jaguar also does this two other ways within
the commercial; the first is the use of color contrast. The white Jaguar is
continuously placed against dark backgrounds or compared to black cars; because
white is frequently seen as a “pure” color, Jaguar is able to emphasize the
excellence of the F-Type that is so luxurious, that it is seemingly incomparable
to other luxury car brands. The second
and final way that Jaguar convinces its audience that it is the “best” luxury
sports car brand, is that there is what could be considered a “battle” in the
parking garage between a Porsche and the Jaguar F-Type Coupe. In order to
purport the strength and superiority of the F-Type Coupe, the Porsche loses the
“battle,” allowing the F-Type Coupe to emerge from the “battle” as the victor,
and emerge from the parking garage as a “ground breaking,” luxurious sports
car.
Word Count: 530
If the video does not play, go here:)
I like how you explained in nice detail what exactly happened in the commercial, it saved me from having to watch it! I also thought it was cool how you connected the commercial to both avarice and pride and thought you connected the two very well. Your writing about the audience of the commercial and the visual platform was very well done. You obviously know what you're talking about, because it really shows!
ReplyDeleteOverall, great job with this post!