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Vauxhall Corsa Cmon Campaign (2007-2010)

Rob Miller | Tuesday September 27, 2011

Categories: A Level, Eduqas (WJEC) A Level, WJEC A2, WJEC A2 Media Studies, WJEC AS, WJEC AS Media Studies, Advertising, More on Advertising, Viral Advertising, New Media, New Technologies, Synergy

Institutional Factors

  • Campaign sequenced by DLKW (Delaney, Lund, Knox and Warren). Full Service
  • Vauxhall Opel - re-brand the Corsa from one of function and cheapness only to Style, Form, Fun and Vibrancy – “Put the fun back into Driving? (imperative command)
  • Adverts combined product image and product demonstration format
  • Adverts have international/global appeal
  • USP – Cmon’s puppets (live in Barcelona)
  • Extensive Viral Marketing
  • Cross Media Campaign – TV Commercials/Posters/Print/Website/Viral
  • Synergy (Sean Paul/Gnarls Barkley
  • Medium production values
  • Wide (European) distribution
  • Low/medium priced car, competition – Clio/Ka/Yaris (small car market)

Genre

  • Although Barnardos lends itself to an excellent study of Social Realism much Advertising e.g. Vauxhall Corsa resists genre classification. Remember if you choose a genre question in the exam you must refer it to three case studies i.e. make it TV or Film.

Narrative

  • Aspirational narrative – drive the Vauxhall Corsa and this will happen….
  • Simplistic 3 Act Structure – Lovely Car, A Journey, Fun Times
  • Notions of narrative predictability in car advertising
  • Viral advertising tells a story about the Cmon’s mythical band and gives information on each character
  • Mise-en-scene: saturated primary colours, fast paced editing, aspirational settings, upbeat mode of address, funky, retro images (Pop Art in Gnarls Barkley commercial)

Audience

  • Lifestyle advertising used to attract target audience
  • Young European m/f 17-25, C2, D and E (reflecting car price)
  • Female skew (stereotypical small car driver)
  • Aspirers, Mainstreamers
  • Urban, City living (small, economical car)
  • Free from responsibility (students/first jobbers), no mortgage, live for the weekend
  • Car as an extension of personality (personalised interiors, character). Street cred.

Representations

  • Pluralistic representations within the narrative (female puppets come out on top)
  • Challenging patriarchal ideology but also...

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