https://www.youtube.com/watch?v=0ZVDdB4s7RI
Even though both of these commercials were made for the same company, Toyota, they are vastly different in atmosphere and style. Similarly, they are emphasizing different selling points and are targeting different market segments.
The first one, for the new Prius V, focuses on selling a certain Lifestyle. It pictures a an idyllic, ideal passing of the seasons. It appeals to consumers by bringing up desirable experiences and stimulating content memories and puts the product, the Prius V, in the midst of each scene. For example, the third scene showing the autumn season depicts a happy family going on a trip together, with laughing children and flying kites. Consumers would associate this product with a family lifestyle and therefore be attracted to the product.
This commercial also has cognitive aspects – it provides information regarding the fuel efficiency of the car, similar to the previous Prius, while also promoting its larger interior space. It is also affective as it appeals emotionally to consumers using lifestyle connotations and it plays cheerful and light music in the background to make the viewer happier.
The second commercial has a very different atmosphere than the first. Promoting the new Toyota Camry, the advertisement emphasizes a sleeker feel without delving into lifestyle aspects. It highlights all the new features of the car itself and sets to differentiate its product from others by stating that their car is “built from ideas”. There are no beaches or happy families, but instead shows a single man driving the car. It tries to appeal to a different market segment, perhaps people who still live on their own or who don’t have a family and are looking for a car for its functional and aesthetic features.
The majority of the Camry commercial is built upon a cognitive tactic, citing its fuel efficiency, 30 year long experience with car production and price at the end. Despite this, it also has an affective side, with the colour choices of silver and black, dramatic sound effects and the sun shining on the driver. It again also has a call to action (behavioural) to go out and buy the car.
Even though the two cars are produced by the same company, the two commercials targeted two very different market segments and used different tactics in their commercial development.