Men And Women's Women By Steve Craig
Audi, a car that purrs like a cat when driven and has a unique black shine, which seduces the eyes and brings the viewer a feeling of strength and confidence. In the 2013 Audi Super Bowl commercial, the audience meets an 18-year-old boy attending senior prom alone. The ad targets an audience between ages of eighteen and adulthood because not only does it appeal to teens but also reminds adults of a relatable time in their lives. When the father throws his Audi S6 car keys to his son, the mood changes from depressing to exhilarating. The young man starts the car with a wide grin and the audience watches as his nervousness drifts away as the car comes to life with a loud roar. With every moment spent speeding down the road he becomes more courageous.
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He pulls up to a stoplight next to a limousine and a beautiful girl leans out the window and yells at the top of her lungs and glances at him sexually. When he arrives, he parks the car in the principal’s parking spot without hesitation. At this point he feels invincible driving such a vehicle to their senior prom. Once he enters the dance he boldly walks up to the prom queen and passionately kisses her as students whistle and gasp and completely disregards the fact that her date is furiously trudging towards him. You see him speed away in is Audi with a black eye that has obviously failed to diminish his happiness as he yells as loud as he can and speeds into the night. Audi is trying to make one feel as though your insecurities are minimal because at the end of the day, you’ll be driving their car. The ad relates to a big target audience, asserts male dominance, appeals impulsive people in society and dares you to break the rules and be different all at the same time. Audi used the young man as a symbol of bravery and people who make exciting decisions in life; something they like to associate with their cars. They want you to think buying their car will be one of the best things you’ve ever done in life. James Twitchell brings up this idea in the article “What We Are To Advertisers”. He explains advertisers divide consumers into categories and try to appeal to one. By the way Audi set up the plot of their commercial they want to attract the experiencers whom defined by Twitchell are, “life on edge-enthusiastic, impulsive, and even reckless” kinds of people. “Their energy finds expression in sports, social events, and ‘doing something’.” Most people in this category have money they can throw around easily and find interest in cars and how fast they can go. This target audience is perfect for the company because first, they are carmakers that boast about how Audi S6 reaches sixty miles per hour in 3.7 seconds in other commercials (which they imply when he speeds of into the night at the stoplight and at the end). Second, because their line of cars are mostly expensive, so they lure in the consumers that are most likely to throw down $80,000-$150,000 on a car. Audi’s commercial is also responsible for gendering their ad and trying to appeal to a certain audience; Men’s Men and Women’s Men.
In the article “Men’s Men and Women’s Women” by Steve Craig he explains that the portrayal of women and men are filled with stereotypes of how certain genders should act in society. He says, “…A commercial reinforces men’s fantasies in an environment of clear masculinity and male domination.” When he jumps into the audi s6 you feel the rise in his confidence; he’s the big macho guy who took control of his night, parked wherever he wanted, and also became the center of attention and asserted dominance over the prom queen and the whole room when he kissed her. It is also can be taken as a Women’s Men ad because as Craig says things like, “she may be today’s woman…but she still wants him to initiate the love-making.” In the commercial after the prom queen is kissed she looks at him with a look of lust and awe, same with the girl who rolls down her window and shows interest. Audi tries to imply that by buying their car not only will you be very masculine but very sexy towards the opposite sex and capture their positive attention. However, this could be controversial because it shows that it is okay do that to a woman whether you know they want it or not and that women expect this and are completely fine with
it.
Lastly, Audi is also an advocate for using counterculture. As Thomas Frank would say it, Audi is also one of the companies responsible for using slogans to appeal to the modern rebel and relate difference with their product. Their slogan: “ Bravery. It’s what defines us.” is also implying it can define you too. If you buy the car. Frank brings awareness to the fact that ads manipulate people with success by using slogans that tell people they would be set apart from others if they buy what they have to offer, the audience sees this when Audi uses their car as an independent variable to his bravery and at the end when they dare you to be brave and get the car too.
Audi is associated with luxury and class and in this commercial highlights one of its many qualities; bravery. They send the message that the consumer will gain absolute confidence when they drive out of the dealership in an S6. Audi’s commercial enforces many things such as the idea that men are more empowered than women and support male dominance and those who like to be impulsive. With every moment, Audi’s young man fearlessly goes about doing what he wants even if it’s not a condoning action in real society. Even though the ad is just like any other manipulating one that tries to get you to fall in love with what they are selling and implies sexually forcing yourself on a lady is okay, they still successfully connect with and show consumers they would have the most exhilarating time with their product.
He pulls up to a stoplight next to a limousine and a beautiful girl leans out the window and yells at the top of her lungs and glances at him sexually. When he arrives, he parks the car in the principal’s parking spot without hesitation. At this point he feels invincible driving such a vehicle to their senior prom. Once he enters the dance he boldly walks up to the prom queen and passionately kisses her as students whistle and gasp and completely disregards the fact that her date is furiously trudging towards him. You see him speed away in is Audi with a black eye that has obviously failed to diminish his happiness as he yells as loud as he can and speeds into the night. Audi is trying to make one feel as though your insecurities are minimal because at the end of the day, you’ll be driving their car. The ad relates to a big target audience, asserts male dominance, appeals impulsive people in society and dares you to break the rules and be different all at the same time. Audi used the young man as a symbol of bravery and people who make exciting decisions in life; something they like to associate with their cars. They want you to think buying their car will be one of the best things you’ve ever done in life. James Twitchell brings up this idea in the article “What We Are To Advertisers”. He explains advertisers divide consumers into categories and try to appeal to one. By the way Audi set up the plot of their commercial they want to attract the experiencers whom defined by Twitchell are, “life on edge-enthusiastic, impulsive, and even reckless” kinds of people. “Their energy finds expression in sports, social events, and ‘doing something’.” Most people in this category have money they can throw around easily and find interest in cars and how fast they can go. This target audience is perfect for the company because first, they are carmakers that boast about how Audi S6 reaches sixty miles per hour in 3.7 seconds in other commercials (which they imply when he speeds of into the night at the stoplight and at the end). Second, because their line of cars are mostly expensive, so they lure in the consumers that are most likely to throw down $80,000-$150,000 on a car. Audi’s commercial is also responsible for gendering their ad and trying to appeal to a certain audience; Men’s Men and Women’s Men.
In the article “Men’s Men and Women’s Women” by Steve Craig he explains that the portrayal of women and men are filled with stereotypes of how certain genders should act in society. He says, “…A commercial reinforces men’s fantasies in an environment of clear masculinity and male domination.” When he jumps into the audi s6 you feel the rise in his confidence; he’s the big macho guy who took control of his night, parked wherever he wanted, and also became the center of attention and asserted dominance over the prom queen and the whole room when he kissed her. It is also can be taken as a Women’s Men ad because as Craig says things like, “she may be today’s woman…but she still wants him to initiate the love-making.” In the commercial after the prom queen is kissed she looks at him with a look of lust and awe, same with the girl who rolls down her window and shows interest. Audi tries to imply that by buying their car not only will you be very masculine but very sexy towards the opposite sex and capture their positive attention. However, this could be controversial because it shows that it is okay do that to a woman whether you know they want it or not and that women expect this and are completely fine with
it.
Lastly, Audi is also an advocate for using counterculture. As Thomas Frank would say it, Audi is also one of the companies responsible for using slogans to appeal to the modern rebel and relate difference with their product. Their slogan: “ Bravery. It’s what defines us.” is also implying it can define you too. If you buy the car. Frank brings awareness to the fact that ads manipulate people with success by using slogans that tell people they would be set apart from others if they buy what they have to offer, the audience sees this when Audi uses their car as an independent variable to his bravery and at the end when they dare you to be brave and get the car too.
Audi is associated with luxury and class and in this commercial highlights one of its many qualities; bravery. They send the message that the consumer will gain absolute confidence when they drive out of the dealership in an S6. Audi’s commercial enforces many things such as the idea that men are more empowered than women and support male dominance and those who like to be impulsive. With every moment, Audi’s young man fearlessly goes about doing what he wants even if it’s not a condoning action in real society. Even though the ad is just like any other manipulating one that tries to get you to fall in love with what they are selling and implies sexually forcing yourself on a lady is okay, they still successfully connect with and show consumers they would have the most exhilarating time with their product.