Advertising in Commercial Media

Commercials are everywhere in today's digitized world. We are contently being exposed to them. These commercials are specifically engineered to make the consumer want to buy the product being sold based on basic human needs.

Hyundai Car commercial:
https://www.youtube.com/watch?v=wapLaF5jmrU

This commercial satisfies our need to nurture, to dominate, and to feel safe. The need to nurture is by far the most obvious as the plot of the commercial is based entirely off a dad's need to protect his daughter even if it means he has to dangle unnecessarily over a river from a helicopter to do so. This aspect of the commercial targets specifically towards parents, who are a sizable percentage of consumers in the car market. This commercial also satisfies the need to dominate because the dad always wins. This also caters towards parents by showing that with a Hyundai car, the parent will always win. The commercial also fulfills the need to feel safe by making the consumer feel like their loved ones will be in good hands. Overall, this commercial gives the illusion of potential control to anyone who is looking to purchase this vehicle.

Some of the marketing techniques used to create this commercial are "Avante Garde," magic ingredient and simple solutions, plain folks, and wit and humor. The use of Avante Garde, which means to be "ahead of the times," is demonstrated in the way that the father is always one step ahead from his daughter and boyfriend. Both the marketing techniques magic ingredient and simple solutions, which are both, in essence, creating a problem and offering the consumer a solution for it, are presented when the commercial singles out the "car finder" feature as \the solution to the dad's problem. The plain folks marketing technique is used by the ad targeting regular parents that worry about their children. Lastly, the commercial incorporates wit and humor through the entertaining situation they chose to present the car in.

This demonstrates extremely good advertising and although this is a super bowl commercial and as a result had a lot more money go into its production than other commercials normally would, there are still many other commercials that advertise using these techniques just as effectively.

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