Bmw Z4 Analysis

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The initiative of Advertisements is to portray their brand images, products or services in the best way to draw immediate attention. However, as one of the most important cultural factors, advertisement takes the role to model and reflect the value of our daily life (Williamson, 1978). This BMW advertisement is this sort of effective advertisements. Semiotic analysis is applied to this advertisement, which signifies something with a meaning within a culture. The advertisement is for BMW’s Z4, which was firstly released in 2003. Z4 is a rear wheel drive sport car. The target of Z4’s powerful engine and performance, and 2 door-streamlined shape exactly matches the title of the advertisement: “Boy”. The denotation of “Boy” signifies particular features of boy. Young, powerful and fast are indexical signs that signify “Boy”. Advertisement grants a sort of independence on realty. It pervades the most amount of mass media to link the icon advertised to our own lives (Williamson, 1978). This advertisement is designed to present the car by the meaning of “Boy” in the most personal settings in ordinary people’s lives. When it is titled as “Boy”, the design and features of Z4 becomes understandable for anyone immediately as it is easy to remind any description for a “boy” in our daily lives. The text in the advertisement brings out more complex signs of the meaning of “Boy”. Feminist icon is obvious in the text of the advertisement: “Bring out the boy in you”. The text is a complex sign in itself as it contains other signs. It suggests that “Boy” is not only a feature specific for men, but also for women. Everyone has the desire for powerful, speedy, and young feeling. This sort of feelings exists in everyone’s heart. The advertisement tries to pass the message and persuade audience that Z4 can meet all needs of men and women for the feeling of being a “boy”.

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