After watching this commercial for the Porsche 911 Carrera, I was surprised to see that I could relate to it several of the marketing strategies and concepts that we have talked about in class. It is interesting to realize that I’m starting to look at advertisement differently, always trying to figure out what the creators were trying to achieve by making it.
The first thing that captured my attention about this commercial was how they created a story, it wasn’t just like any other car commercial with the vehicle speeding down a highway or showing young, attractive individuals driving it around the city. It definitely had an affective influence to it, the story of the young child seeing the car for the first time and knowing that that is the car he wants to drive for the rest of his life. The music is perfect and the voice of the speaker is very powerful. These all contribute to the feeling the advertisement tries to create, and for me personally, it left me wanting more. There is also a cognitive element to it, the ad gives plenty of information about the car, and a behavioural element that is very settle as it doesn’t explicitly tell you to go and buy it, but it creates motivation to do so. The car is portrayed as the prize for those who work hard. The creators also recognize the buying power of children and building long-term relationships with customers. The idea that Porsche established a relationship with the young child who will then 20 years later become a buyer seems very personal and meaningful. The commercial does an excellent job determining the right balance of functional and psychological needs that best appeals to their targets. With this ad Porsche also moves away from its image of being a luxury car for cool, rich, high-class society people, because of the suburban setting it can now also be seen as a car for established working parents who like to drive to work in style (targeting).
“Porsche. There IS no substitute” – and now I believe it.