Art By: Lily Morning Star
Untitled; Oil
November 1, 2000
Art 201 w
Violet Murakarni
American Society is changing and developing so quickly today. It is hard for
one to remain in touch with the billions of other people functioning on the
same plane of existence as they are. The value system and moral infrastructure
of one person on earth can be so entirely different from another's across the
globe that they seem decades apart from each other. The new age of information
has brought along with it the ability to share knowledge around the planet.
As the world begins to form a more cooperative market, products begin to become
available on various national markets. Accompanying these increases in circulation
are increases in advertisements for these products. These types of worldwide
advertising campaigns create a global standard, which almost forces consumers
to buy these products to remain among the popular majority. The Audi commercial
I have chosen to dissect falls into the aforementioned category.
Mainly a visual advertisement, the Audi commercial conveys its message not through
sound but through its visuals. The black and white format seems to convey a
direct link to the formal traditions of the past, while the content of the ad
relates it to current events and social conditions in the present. The opening
shot of the limousine parked in front of the mansion immediately reveals a combination
of past and present ideologies rolled into one fantastic world.
The beginning sequence informs the viewer of the high social status of the event
at hand and the importance of the individuals being revered upon their arrival.
This apportionment of God-like stature to His subjects in the public eye, has
been a practice since long ago and has become an effective way to display social
perfection in a human being. By epitomizing a select few individuals and instilling
in them, through the use of story telling, all of the redeeming qualities considered
to be ideal, advertising effectively creates the perfect model for the Worldly
citizen.
During the commercial three different cars pull up to the event and deliver
three special guests. The first to arrive is an elderly gentleman. Confidence
gleams from his persona as he emerges from the car. His satisfied expression
indicates his contentment with his station in life and reveals the comfort with
which he supports himself. His dream came true many years ago and he is enjoying
the ride all the way to the end.
The second honoree is a glamorous looking lady past her prime, still shining
in the public eye as an icon of her past success. She gains the crowd's admiration
out of respect and from her stunning integrity. Like the man before her, she
is nearing the end of her magical ride and is enjoying every last minute of
it.
The third VIP to arrive is a young and attractive lingerie model. She is in
the prime of her career and is reveling in the success that she has achieved.
It is obvious that she has attained such great success as a result of her striking
good looks. She exudes sexuality and no doubt utilizes this trait to it's fullest
potential in her work.
To find the underlying themes of the first part of this commercial we must examine
the symbolism that is being used. The first subject gets out of a Mercedes-Benz
and the second subject emerges from a BMW. Both of these people are older members
of society therefore creating a stereotype for those owning either of these
two luxury vehicles. By pairing these automobiles with two figures that are
no longer in the prime of their lives, Audi is effectively saying that Mercedes
and BMW have seen their prime and it is time for the next generation to take
over. After ascertaining this underlying message, it becomes clear that this
advertisement is aimed more at the rising population of wealthy younger people
or at those wishing to seek youth in the form of material possessions.
In the commercial the Audi and the woman riding in it become the ideals that
all Americans should strive to attain. Her enviable position and fame becomes
enhanced when she is seen in the company of this automobile. This combination
of beauty, success and wealth are the major lures that the commercial uses to
entice consumers to purchase the automobile.
Audi's attempt to associate the car with beautiful woman, youth and financial
well being is an effective marketing ploy as it appeals to the rawest of human
desires.
The crowd is a visual metaphor for the majority of society enamored with fame
and the famous. Their admiration and apparent necessity to come within close
contact and experience the presence of these cherished subjects illustrates
the fanatic tendencies of American culture.
Celebrity status is a dream for nearly every American citizen. To revel in the
spotlight of the myriad of envious nobodies continues to be the goal of all
aspiring youth seeking meaning in their life. Status symbols such as the Audi
perpetuate this psychology creating material goals to accompany the emotional
and professional ones already present. By appealing to a younger demographic,
Audi is looking to the future to secure their place in the economy of the future.
The Audi A8 commercial combines various elements of social ideals and trends
through a sort of macho narcissistic process almost challenging the viewers
[woman] manhood. The commercial is also trying to convince them that this car
will complete their social exoskeleton. Social, economical and political standards
are becoming more globally unified as the information age forges ahead into
the next millennium. The media, in the form of the Internet, Television, and
Cinema is the network to fuel the fire of the newly arising unified global population.
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