Comparison and Contrast of Two Car Advertisements

Comparison and Contrast of Two Car Advertisements

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Comparison and Contrast of Two Car Advertisements

I am going to compare and contrast two TV car adverts. The first
advert is Fiat Stilo-sound effects and the second advert is Honda
Accord. I chose these adverts because the first time I saw them they
looked interesting and had a lot of differences between them.

The Fiat Stilo advert is 39 seconds long. It is aimed at 20-35 year
old male and female. It is a small affordable car suitable for working
class ordinary people. The advert is fast moving. There are four
characters in the advert. Three are male and one is female. Two of the
men and the women are around 25-35 years old but one of the men looks
much older around his 40's. The woman sits in the front drivers seat,
which makes her role look more secure than the men in the back. The
car also catches the attention of an elderly man whose sitting down
reading a newspaper. The characters investigate the car before driving
it. They press buttons, open windows and play with the seat to see
what each thing does.

Whereas the Honda Accord advert is 1 minute 58 seconds long and aimed
at 20-40 year old male and female probably with families because it is
quite a big car. The car is for middle-high class people. The advert
itself shows different car parts needed for the final making of the
car. In this advert the viewers do not know what is being advertised
until the very end. This is because the advertisers want to keep the
viewers in anxiety so that they keep on watching until the end of the

The Honda accord advert is longer than the Fiat Stilo advert and the
storyline of both adverts is very different because the Honda Accord
shows the parts needed for the making of the car and the Fiat Stilo
shows the finished car item and the parts inside the car such as the
automatic windows, navigator and the moveable seats. The Fiat Stilo
also has four characters that gives the viewers an idea what age group

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the car is for. In this advert the car is for young trendy people and
probably some older people. On the other hand the Honda Accord has no
characters in the advert.

The Fiat Stilo background changes throughout the advert. At the
beginning the four characters come out of what looks like a terraced
house. Next they are seated in the car. When they start driving they
go past a big building and then you can see them crossing a bridge, it
looks like a city.

The background for Honda Accord is the same throughout the advert. It
is a wooden laminated floor with a cream colour wall.

The Fiat Stilo background is more interesting because it changes all
the time whereas the Honda Accord background stays the same throughout
the advert.

There are various camera shots used during the Fiat Stilo advert. The
camera uses long shots, mid shots and high angle shot. There is one
extreme close up as the man presses a start/stop button.

Camera shots used in the Honda Accord are mostly mid shots this shows
most of the part being shown. There are also two close ups one at the
beginning and one at the end where they show the dashboard and
steering wheel. The whole advert is made with pan shots.

The Fiat Stilo advert uses more camera shots than the Honda accord and
so it shows more views of the car than the Honda Accord.
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