1. What do you think are the equipment used to produce this media?
The equipment should be video cameras to take the video footage, lightings to create the morning look, sound recorder to record the music and narration and green screen to create the footage of the baby surfing.
2. What techniques are used to produce this video?
Colour: The colour of the car is creamy white (to portray the idea of fun) which is used to contrast with the black car (which is normally used to portray serious).
Size: The main characters are little children could make the car look much bigger and give us the impression that it is very roomy. The surf board in the boot also creates an impression that the car is roomy.
Creative Language: This can be found in the song and the tag line of the video. In the song, it says, “The wayward wind is a restless wind, a restless wind that yearns to wonder…” They are trying to say that when you drive this car, you can fulfill your wishes and go where you want to go, do what you want to do…” “The next generation…is here.” is the tag line which is trying to say that when you buy this car, you are stylish and modern as you belong to the next generation.
3. What is the purpose of this video?
It is to show that Hyundai Stante Fe is:
• easy to drive: Even young children will be able to drive it.
• attractive and can impress: You can pick up your potential girlfriends in it and make people’s jaw drop when they see you driving it.
• multi-purpose: Car is driven on the road, on gravel, even on sand.
• For the next generation: Tag line (refer to question 2)
4. Who do you think this video is intended for?
This ad is directed at men who want a multi purpose vehicle who can impress girls and be seen as fun and exciting modern age men.
5. What values do you think the video is conveying?
Is is quite effective as the music helps to drive the happy mood of the car. The idea of using the car from the morning till sunset and having fun all the time and the car being the object of envy of everyone, makes it hard for anyone not to consider buying this car.
Stereotyping of man and woman’s roles in society is also portrayed in this commercial as the man is the one who drives the car and does all the fun things like surfing while all the woman does is to act cute, giggle and have admiring looks for the man.
However, the use of little children in this advertisement could have potential dangers. Being a commercial, you would be watching this several times a day. Little children might copy what was done in the commercial and attempt to drive their parent’s cars which could lead to potential accidents.
