http://www.youtube.com/watch?v=TUGmcb3mhLM
This video is an ad for the new Toyota Venza. I find this add interesting because it doesn't give any information about the vehicle at all. The girl in the video says she read most of an article about older people becoming more and more anti-social and that she strongly encouraged her parents to join Facebook in order to become more social. She points out that her parents only have 19 friends while she is pushing close to 700. She also states that "this", meaning Facebook, is living. While she is sitting at home alone, talking about his, her parents are out mountain biking with some friends.
The signs in this add are the vehicle, Toyota Venza, and Facebook. The signifier is to get out and drive somewhere, and do something adventurous or just something other than sitting at home on your computer. Facebook is a great invention, specialy for keeping in touch with friends and family, but some people spend way to much time on it. Whether they are chatting, browsing the walls of friends, or just 'creeping' on other peoples Facebook, a lot of time is wasted on Facebook. The girl said that older people are becoming more anti-social, but in the real world, it's the younger generations that are becoming more anti-social. Between Facebook, texting, and emails, there is a lot let face-to-face interaction, which is not really a good thing.
I think what is also interesting about this commercial is from the perspective of Toyota company itself. When young people think about cars, Toyotas are usually not the most desired vehicles to own. They are known for their good quality, low gas consumption, safety and pretty reasonable cost. However, "cool" is something that Toyotas are just not, at least among the "younger population." I think in a way this commercial was created in order to change this perception.
ReplyDeleteIn the commercial the parents which represent the "older population" are positioned to be seen as "cool" or having a life compared to their younger daughter despite of the fact that she has more friends on Facebook. Since the parents are perceived as active and social the car that they drive must also be hip due to their position in the commercial. The fact that the end of the commercial, the viewer is left with a message of "keep on rolling" can be interpreted as Toyota is fitting for all age groups and not just the older, eco friendly culture.
First of all I need to say, I think this commercial is highly amusing and watched a few more times than was absolutely necessary...That said, I agree with your analysis and the comments made.
ReplyDeleteI also think it is fitting that they chose to show the parents mountain biking,of all things. This directly associates them with the word "active" which leads us to thoughts about an active lifestyle and what that means. The daughter says "this is living" and then the shot juxtaposes her sitting behind the computer, to the adults. Indirectly, in a tongue in cheek way, Toyota is trying to imply something about the drivers of their cars. It shows them biking, having fun, and Toyota has gotten us to market the car to ourselves by saying to the daughter, "No, that is living".