This BMW advert uses a set colour scheme throughout its design to give the image set theme. The minimal colour scheme in the picture allows the BMW to almost blend into the landscape, and reflect the the landscape, showing the shiny appearance of the car. This helps promote the car, as the idea of it matching the colour scheme of the background behind it suggests it belongs in a beautiful natural setting, and the audience are not only drawn into the picture of the car but also the setting it is in. Use of the word ‘exceptional’ contrasted with the setting of the picture creates a moving image as the setting is additionally an ‘exceptional place’ due to the beautiful landscape shown. Using an interesting background makes the image of the car more appealing, however this could also work in a negative way, drawing the audiences eyes away from the car and instead onto the background. However, the composition of the car in the background gives the advert a sense of depth, which is something that cannot be seen in the Toyota Auris advertisement I also looked at.
“Better belongs to the curious”, the advert features the car driving through a modern cityscape, while the narrator explains it’s time to “say hello to better”.This car advert has more of a simple approach in contrast with the BMW. Pictured in a dark background, the Toyota Auris is shown in a white paint, with lights beaming. The contrast between the dark colour of the background and the bright colour of the car allow the car to stand out, setting the audiences eye on the main image of the car. Turning the cars lights on gives the audience an idea of what the car looks like in the dark, showing the dark background to be a clever technique in advertising. In addition, like the BMW, the Toyota Yaris has a clear reflective surface, especially on the window screen, showing the car to be extremely clean, enticing the audience. The typography used to advertise the car is very simplistic, and shown in the colour white to show unity between it and the car.
Advertising Agency: Ogilvy Cape Town
There are many significant differences between modern day car advertisements and older, more vintage ones. For example, the colour scheme varies between the adverts, From generally a darker colour in the modern day adverts, and lighter, paler colours in the older adverts. However, these vintage adverts I have found below show that primary colours such as red and blue are quite popular within the older advert, perhaps aiming to create a sense of importance through grabbing the readers eye, suggesting why the colour red has generally been used for text, or the vehicle colour. A wider colour scheme varies in the newer adverts creating a sense of depth in the image, progressing from the basic colour scheme in the older adverts which shows a flatter image.
One of the main differences in the newer adverts compared to the older ones is the extreme and unrealistic approach they have to them to create a more interesting advert. For example, the adverts featured show a car with giant Tarantula legs, a road folder up like the corner of a book showing the different layers of surfacing, a car made out of sand, and another traveling at extreme speed. Each of which are an unrealistic image, a speeding breaks the law, and cars don’t have legs. This compares to the older adverts where the car appears to stand how it would in real life, giving no false interpretation of what the advert is about, as it is simply a car. The effect of using such extreme imagery makes the car seem more appealing, and things such as giving the car legs creates a menacing appearance, showing the car to be indestructible.
Another obvious difference between the two sorts of adverts is the way they have been made. Whilst the modern day adverts use photo manipulation, most likely made in Photoshop, the older adverts have more of an illustrated appearance and have a more hand drawn look to them. On the newer adverts, every example features photography, which have well thought out focal points, with one of them using a blurred effect to show the speed of the car. The newer adverts show the development in technology, and present the car as it is by the use of a photo.
The imagery used behind the car also plays a big part in the appearance of the modern adverts. For example, the majority of the new car adverts have a location, or sense of location such as the sand representing a beach, or a pink sky showing a summer night.