Throughout Japan, I was disappointed with the lack of ambient advertising used. So, as geeky as it may be, this very large advertisement for the BMW Mini car excited me more than it probably should have done with an added hint of relief... ambient media DOES exist over here! This one uses the large space to it's full advantage, enhancing the message of the Mini being practical, while creating an extremely eye-catching advertisement. Such a simple idea- stick a mini on the side of the building- but anchor it with the message "park wherever you damn well please" and it says a whole lot more.
The tone of voice is clever and witty, implying that the car has similar characteristics, with the use of colloquial language (it doesn't just say "park wherever you please"), which reinforces the witty tone of voice. The message is presented visually by the use of exaggeration humour (parking wherever they please on the side of a building), strengthening the memorability of both the message and the product advertised, as humour is arguably the most memorable method of advertising when directly linked to the message AND the product (it's surprising how few humourous advertisements do this!) As with most BMW advertising, it also uses the Helvetica typeface in white against black. Not only does this stand out dramatically, but it triggers audience's recognition with the brand, while linking the campaign to the brand itself.
The tone of voice is clever and witty, implying that the car has similar characteristics, with the use of colloquial language (it doesn't just say "park wherever you please"), which reinforces the witty tone of voice. The message is presented visually by the use of exaggeration humour (parking wherever they please on the side of a building), strengthening the memorability of both the message and the product advertised, as humour is arguably the most memorable method of advertising when directly linked to the message AND the product (it's surprising how few humourous advertisements do this!) As with most BMW advertising, it also uses the Helvetica typeface in white against black. Not only does this stand out dramatically, but it triggers audience's recognition with the brand, while linking the campaign to the brand itself.
Another interesting point is that despite the advertisement being situated in S.Korea and few Korean people being able to speak fluent English, the advertisement is written in English. I doubt that it was targeted towards Western tourists, as there were few here and surely they should be persuading the local Koreans to buy from the BMW showroom below! One possible reason for this could be within the Asian culture- I have noticed that people over here seem to admire and almost look up to the Western culture in the sense of style and trends (music, fashion, beauty etc). Myself and fellow travellers are puzzled and have often debated as to why this is, but it could give the reason for the use of the English language in this advertisement- it shows that it's a Western product, reflecting connotations of style and modern design.
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