Media test 2

The mise scene of the advertisement is an office or cubical, suggesting it is based in London or any other major cities. This can be interpreted as the advertisement is aimed at urban public or Londoners or affluent city people or families. Furthermore the Dodge Caliber is a 4x4 suggesting that it is targeting mostly a male target audience from a A or B socio economic group. As the Dodge is an American 4x4 and a relatively renowned company the truck is assumingly expensive idealises that the institution has segmented the audience through socio economic values meaning that the truck would be appealing to social climbers who flaunt their objects or symbols of wealth.

The grey colours used are to connote the dull and boring lives the target consumer audience live, however the metallic shining car is there to salvage and improve the lifestyle of target audience through its cheeky but rebellious portrayal. It aims at families as well as the father as it is a big safe 4x4 but also there for offroad driving for the “father/husband” which is insinuated by the green plant in the corner. Furthermore the institution incorporates humour as a key factor or its unique selling point for it to appeal and catch the audiences’ eye. The Dodge is positioned in cheeky manner as it is photocopying its rear end, suggesting it is breaking the rules and promoting the ideologies of a no care live free mentality. Furthermore the positioning of the car promotes its features such as flexibility and lightness.

However, although, the SUV is promoted in a free willed fun manner, it challenges social issues in contemporary society about global warming and C02 emissions, giving the institution a negative brand image, whilst also detracting the consumer audience. Another issue it faces is whether SUV’s should be used in inner city or urban areas to the fact of high amounts of accidents and deaths due to 4x4’s. Additionally the other problem which would detract the London consumer audience is that they would have to pay high congestion charges.
In addition, the typography describing the truck as “ANYTHING BUT CUTE” as well as it being capitalised enforces the ideologies of the truck as masculine and raw power, targeting a male consumer audience. Furthermore the, the full stop used shows the description of the truck to be a statement or a factual reference rather than an opinion.

Moreover the logo is positioned at the top right side of the advertisement concluding to the fact that it will be the last thing seen by the audience when the page is turned. Furthermore the logo is in a ram or a goat which is printed in red, a goat is a symbol for the devil or Satan alongside with the red colour, this connotes that the truck has a mean or a bad streak with nor fear. The logo may symbolise the truck as demonic, the 4x4 is shown to be personified which has feelings and emotions; the Dodge is shown to be free willed and doesn’t care about rules and regulations and hasn’t been institutionalised by work.

Furthermore, the catchphrase positioned near the logo is punning off the logo picture as it portrays the institution as is based on risks and embraces life, promoting the ideologies to the audience of being in control of their lives and not conforming to society’s values and rules.
The Dodge institution is American; this suggests that the ideologies it is trying to convey and sell are the “American Dream”. It’s trying to promote or say that “if you buy this truck you can break away from your dull and boring lifestyle at work and home and pursue your dream life and job. The institution is trying to sell the customer something more than transport...a dream.