First Date – Hyundai Super Bowl Commercial | The Hyundai Genesis
There are two kinds of culture which are high culture and low culture. High culture mainly refers to the works of art and phiosophy such as, gallery and religion (Jone, 2013) However, low culture is less well-educated such as, gossip magazines and popular music. This advertisement is low culture and it is a story-telling advertisement. It talks about the first date of his daughter. The dad uses his car finder to follow his daughter's date to protect his daughter.
It is an advertisement about the additional feature of the car. Car is mostly bought by men and this advertisement is targeted at father! There is a sentence in this advertisement - because the dad gets do what a dad gets do. Fathers care about the life of their daughters and they want to protect daughters from their boyfriends. Therefore, this advertisement shows the function of the car to meet the needs of fathers which attracts more father to buy the car.
This advertisement shows a promise to the consumer. The car finder can position the accurate location of the car. And consumer will try to make this brand to the short list because this brand has the ability to meet their both the functional and emotional needs.
References:
HyundaiUSA. (2016, Feb 3). First Date - Hyundai Super Bowl Commercial │The Hyundai Genesis [Video file]. Retrieved from https://youtu.be/-R_483zeVF8
Jones, A. (2013). High culture versus pop culture: which is best for engaging students?. Retrieved from http://www.theguardian.com/teacher-network/teacher-blog/2013/feb/20/pop-culture-teaching-learning-engaging-students.
Superbowl is one of the most valuable commercial marketing chance. This blog link it to the cultral which is very interesting.
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