Every family in America has to deal with what this ad addresses at one point or another. Their child is going to turn sixteen at one point or another, making this ad applies to all families in America. In most cases this is a very emotional time for parents where the safety of their child is valued above all else. So by implying that Subaru’s are safe this ad suggests that a Subaru is the best choice. This uses both the Plain-Folks Pitch and the Hidden-Fear appeal. This ad also uses the association principle sense protecting the safety of your children is a cultural value in America. It uses both the old and new media vehicles, television and the internet, to deliver its message to the general public. With the target audience being parents, the best medium for delivery is most likely television over the internet.
The main message that this ad conveys is the safety and reliability of Subaru’s. It's not a new idea in car advertising; however this ad makes it relevant by depicting a real life situation that every parent will eventually go through. This ad is a part of Subaru’s campaign that deals with the reliability of their cars. The demographic being dealt with in this ad is middle class parents. This ad is full of very stereotypical middle class ideals. A house in the suburbs with a white picket fence is almost as important to American culture as apple pie. This ad is more offensive than any other ad that uses persuasive strategies.
Subaru safety ratings for the car that was used in the video.
http://www.iihs.org/ratings/ratingsbyseries.aspx?id=358
Personally we thought this ad was extremely effective because of its exploitation of parents protective nature. It's memorable because the emotional charge the ad inspires. The ad worked well because it comforts a fear that all parents have about their children driving. When looking at a car, safety is the foremost concern of parents, and anyone who has previous knowledge of Subaru's know that they are in general safe and reliable.
You see so many short ads everyday on television and usually don't think much of them. It was interesting to take the time to examine one and see all of the techniques that were used. We discovered that ads are extremely complex despite their short nature.
View Subaru's complete vehicle lineup at;
http://www.subaru.com/
