Analysis Of The Mini Cooper Company

The Mini Cooper Company once raised a question: if Mini is not a car, what will it be? Although the brand didn’t know what kind of answer it would receive, the question caught consumers’ eyes and the replies helped the company to identify and satisfy customer demand. Apparently, marketing circumstance is complex and consumer psychology is hard to touch. Thus brand managers take great time and effort to resonate consumers, so as to promote consumption. For example, displaying advertisements on TV shows is considered as a quick-response marketing tool. While TV commercial serves as a bridge connecting brands to consumers, classifying consumers by gender becomes a prevalent technique used by advertisers to reach targeted consumers and meet their
I didn’t think about anything special about every bottle of Coca Cola until I see its Super Bowl commercial that warms one’s heart than focus on propagating advantages of the product. In the first part of the commercial, there are several scenes describing an older brother likes to play tricks on his younger brother – when the younger boy is playing video games, his brother passes by and knocks on his head; when the younger boy wants to get the earphones on the shelf, his brother comes and puts it onto a higher place; when they walk together in the rain, the older brother takes the umbrella away and leaves the younger boy alone in the rain. Then the transition occurs: one day the younger boy is bullied by a group boys who intend to take his coca cola. Suddenly, his brother appears and drives the bully boys away. Although the older brother is fond of coca cola, he still gives it to his younger brother. In the end, a smile appears on the younger boy’s face as he feels the care from his brother. In Craig’s opinion, “the escapism and male camaraderie promised in this commercial are simply an extension of the escapism and camaraderie men enjoy when they watch weekend sports on television”, which is similar to the central idea expressed by this advertisement aim at men, where no female figures appear to question the masculine power. In
While two kids playing happily, the woman expresses a worry about the clothes getting dirty. Suddenly, the washing machine rings and the women hastily puts down her staff and rans to pick up the clothes. Then the Tide laundry detergent jumps out to cut the scenery. The commercial creates a traditional image of a mother — taking care of the children, being busy with housework, and cannot relax for a minute. In women’s women, Craig also creates a similar image of woman in her role as a good parent, “She is portrayed with a husband, small children, and a nice home.” By pointing out this phenomena, Craig intends us to see that the appearance of women is always tied with the family. Although both women in the Weight Watchers and Tide commercials play the role of mother, the former one still cares about her attractiveness for the sake of the family security while the latter neither looks charming nor has a shaped body. In my opinion, one possible explanation is women who have a family often do place much more importance on their family members to the detriment of dressing themselves. As a result, merchandisers are able to strike a chord in thousands of mothers’ heart by displaying their daily worries on the commercials and encourage them to buy the products that can primely solve these