Video: Advertisement for Audi A8

In the advertisement for Audi A8, actors break down the old luxury prison, getting into a new life. Audi A8 cars are new style luxury cars, differentiating itself from the old luxury style. The symbol of Audi A8 should be creative and freedom. Consumers are able to get a visual impact in the advertisement that if they get an Audi A8 car, they can get rid of the depressing and bounded life and indulge in an exciting and footloose life, which is targeting to consumer affective attitude. The advertisement of Audi A8 also tries to shape consumers behavior through influencing consumers learning which is one of psychological factors. People who have lived in a cool and disengaged lifestyle need an Audi A8.

In term of demographic, psychographic and benefit segmentation variables, Audi A8 focuses on elites with high-level income who love or want to live in a cool and free lifestyle.

People with high-level income are able to afford a luxury car. To differentiate Audi A8 from other luxury cars, Audi Company offer Audi A8 a slogan of innovation, excitement and freedom. Therefore, positioning statement should be for people in a well off lives, Audi A8 is a luxury car which provides an innovated, excited and footloose lifestyle, unlike Rolls-Royce which provides an old lordly luxury lifestyle.