I found this advertisement on the www.thecoolhunter.net. I am unable to find reliable information regarding the original context of the ad. I don’t really think it is of much relevance to the audience considering only a small fraction of human beings can afford the product. This seems to be, if anything, a bit of guerilla marketing. It appears to have circulated the internet, and has been associated with "ad-wars" between BMW and Audi. This was proposed as an "end of discussion" from Bentley to the bickering companies. However, there is not solid evidence that this is the case.
The argument the image is making is that Bentley has the status and the product to literally tell the competition to f*** off. Also owning a Bentley puts you in a position to tell everyone who doesn’t to f*** off as well. This works in multiple directions. It makes those who are not owners envious, and it makes potential owners smitten about entering into the ranks of Bentley owners. The man in the picture exudes a smug, confident sense of pride.
The ad makes fun of itself, as well as its competition, and manages to do it with class. Very few companies could pull something like this off; Bentley has a reputation for producing some of the most luxurious and expensive cars in the world. The image of the car and the brand is depicted blatantly by the cliche luxury environment created in the room. Considering the niche market the company serves (the extremely wealthy) the ad is speaking to the mentality of status symbols we typically keep to ourselves. Everything we buy is, in one way or another, a representation of the image associated with the brand.
“I drive a Bentley-- I am better than you.”
This is essentially the gist. A simple concept that is at the root of most advertisements, but can hardly ever be said out loud without seeming pretentious. The type of person likely to respond to this would be someone who was not easily offended, and someone who doesn’t mind laughing about their elite status. This appeals to literally the person it depicts. Bentley is saying : yes you are a rich, white, elitist male, and you have every right to give everyone else the finger. You, and your car, rule. This is not to say that being a white male is essential, it just appeals to a pseudo-ideal. The stereotype shown can be applied more to a mentality rather than literally a type of person.
The subject is surrounded by shiny leather and a dark ominous background, which leaves the rest of the room up to the viewers imagination. It is hard to envision a place where a man in a nice suit comfortably rests on a fancy leather couch as being anything other than grand. This creates the exclusive nature of wealth itself and appeals to most peoples desire to be a member of the (fiscally speaking) elite. By keeping the contents of the image simple and vague, the viewer can feel more of the room itself. The sheen coming from the leather couch gives the audience a sense of the familiar, cold touch of leather. Requiring the audience to utilize their imaginations brings them closer to the situation, thus making them want it in actuality even more. The only source of light in the room comes from the right side, which accents a seat on the couch directly out of sight right next to the subject. This brings the audience even closer to the aforementioned exclusivity as to say "there is a spot right here for you, just go buy a Bentley."
An alternative interpretation of this advertisement might be that it is unnecessary and offensive. While this would largely depend on the context, it is not fair to speak solely in terms of the intended audience. This ad could make some people feel a strong sense of discomfort, anger, or even disgust. This could be the result of (1) the offensive hand gesture the subject is presenting, or (2) the blatant expression of wealth as a means of entitlement. It is unlikely that this would matter in terms of successful marketing for Bentley, but it is relevant in analyzing the pathos of the image. The rooms vague presentation could easily become a very evil representation of social hierarchy for those who this advertisement is not directed, or those who find obscene gestures and gross displays of wealth offensive.
No comments:
Post a Comment