the Mini Cooper craze

The print ad I will be analyzing is right here.

I know this might sound like I'm a bandwagon or something, but ever since I was 11 or 12, I have wanted to be able to own a Mini Cooper and drive if everywhere. And since we had two free blogs to write about whatever, I thought I might as well right about my dream car.

The Mini Cooper brand is a very popular one for good reason. In many of their ads, they use negative comments that people have given to the look of the car for their benefit. And what I mean by this is that for example, someone made a rude remark about the front of the Mini looking like a duck's beak, so Mini decided to use that comment in one of their ads, which is the ad I am analyzing. It says that the duck is the fastest one, which causes viewers to think wow, if Mini can use negative comments and make them positive, then I can too. It also makes viewers feel that they are in a strong, powerful brand that is reliable and always positive.

As I was analyzing this ad, I was trying to think of the target market profile that advertisers were appealing to, and at first I thought that kids my age would be involved since I love this car, but I was wrong. I realized that I was way off because 16-20 year olds really don't have the money to pay for a car as nice as this by themselves. Once I scratched that age range off the possibilities, I figured out that the car was appealing to millennials, from the ages 25-35 years old. This print ad isn't appealing to all 25-35 year older, but it is focusing more towards people in this age group that have the desire to drive a fast car and be adventurous and do crazy things before they get old--which they consider to be when they hit 40.

Also, this brand definitely hits the appeal of need for autonomy in every commercial and print ad they show. For one, the brand itself doesn't look like any other car on the market right now, which makes the person driving the car stand out from the rest. Although a lot of people are already driving Mini Coopers, so they really aren't going to make you stand out in a crowd of cars.

Lastly, Mini Cooper uses the avante garde technique to make them stand out as well. The avante garde is used to show when things are ahead of its time, and Mini does that by saying how much cooler and more advanced they are compared to the rest of the cars currently on the market. This is similar to snob appeal, but not concerning money, only coolness.

A similar commercial for the brand of Mini Cooper that you guys should check out can be found here. This ad uses the testimonial technique by having almost all of the actors in the video be famous athletic people. You should check it out and analyze it!

Thanks for reading! ;) Feel free to comment below.

PS:Ahhh it's my last blog!!!