The following is an analysis of an advertisement printed in the 'Style Magazine with the Sunday Times'. The analysis will be presented in a semiotic approach.
The advertisement being analysed is for the new Toyota Yaris. In the ad we can see the new car, a woman entering an Oxfam shop with a signed framed football shirt. In the top corner of the add is the Toyota logo. Along the bottom of the advert there is some text which reads "1 week earlier: Husband left muddy football boots on the back seat. Yaris. Treat it with respect." Under this line is the details of the offer for the car which includes the price, length of warranty, features included with the car and the motto of Toyota "Today Tomorrow Toyota". Beneath this is the section of small print with the specific details about the offers displayed above. Finally there are the fuel efficiency figures along the bottom of the page.
When looking at this advertisement the eye of the viewer is immediately drawn to the car as it is a bright red colour which contrasts with the plain colours of the road and walls around the car. The woman in the image is wearing a light brown coloured jacket which makes her stand out from the shop fronts, under her right arm we can see the framed football shirt which is a bright blue colour which again helps it stand out from its surroundings. The text written under the car is in two different font weights, the first line is in a normal standard weight, while the second part, "Yaris. Treat it with respect.", is in bold to help emphasis that the car should be considered of a high class.
By using these different elements along with their chosen text, Toyota are trying to say that by driving the new Yaris and treating it with respect you would become part of a higher society. By including the extra features in the advert it is appealing to drivers who like having 'gadgets' in their cars such as the bluetooth, sat nav and parking sensors. These additions to the ad, would suggest that Toyota are appealing to the cultural myth that younger drivers prefer to have these types of gadgets in their cars.
The overall message that Toyota are trying to say with their advertisement is that by driving the new Yaris you can benefit from the gadgets normally associated with young drivers while maintaining an image of high society.
Toyota Yaris is kind of strong and mighty car.
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