Advertisement Deconstruction

9/23/2011 First Ad.

Step 1

It is creative, different, nice, suggestive and simple.

There is no people in the ad.

I suppose it has been made with a combination of computer design and, maybe, an initial picture taken by a camera, close to the object.

Because of this the light seems to be artifficial, without any special highlight, but with the natural shadow at the left of the tree.

There are bright and warm autumn colours combined with a clear blue for the sky.

The only text used is the 'Porsche' sign in the small logo in the upper right corner, in the usual black and elegant font of the brand.

Step 2

The product is the general automobile brand, not a specific model.

I find this product appealing, but not necessarily because of this ad.

I think the target of this ad is mostly adult men, in from thirty to sixty years-old.

The advertisement uses a very creative way to show the power and speed of the cars they are producing. The ad also gives a feeling of well being and freedom beyond this. I think that, more than the fact of the speed and power of 'Porsche' what most influences the consumers is the cretive and suggestive way of showing it.

Step 3

One principal assumption in the ad is the general thought of the power that driving this kind of cars gives to men. Although it is not shown in it directly, I suppose that it is oriented to men. In some way it is realistic, because a lot of people still thinking of driving as a mostly men attraction.

There is probably another assumption related to the class. The wealthy people can afford buying a 'Porsche' and they have elegance and power with it. It is real that the 'Porsche' cars are very expensive, but they are very good cars, too.

Step 4

Although the ad uses a funny and creative image, which is not real, that is only the medium to express the real message that is sent. This means that the creators of the ad don't want us to believe that the leaves of the tree will get stuck to the tree when a Porsche passes by, but they want to make clear the power and speed of the car.

I don't think this ad is Socially Responsible, in the way that it does not include any controversial or transgressive information. Anyway, there is an inclination to consumism beyond tha ad intention.

What Jean Kilbourne means is that we should be ethical consumers, instead of consume goods unnecessarily and without thinking of what we are doing.