This advertisement for the new Honda Civic tries to use two different perspective about value of a car. Some people buys a car because they need it for their family, so the car need to be roomy, safe and should also have a high grade of comfort. Others want their car to have the latest performance features, with high technology and great power. Honda claims that their new Civic has both, and this shows in their advertising by using a 180 degree turn to show the car advantages from both of these perspectives. In order to strengthen this argument the voiceover says "Power or practical? Agile or efficient? Why does it have to be one or the other? Why can’t you just have both?”. In advertising, they also want to point out that the car is modern in that it is fuel efficient and in this way the company shows that they think about the environment. Many competitors in the car industry wants to have a specific niche of their products, but Honda tries to view for the audience that you can buy Honda Civic both if you want the latest technology or if you want a safe car for your family.
The decision-making process for cars contains both emotional and rational components. You can use a rational appeal in all the levels in the Hierarchy of effects model: Awareness, knowledge, liking, preference, conviction and purchase. (Clow, K. et. al. 2013.) In this commercial for Honda Civic they use a rational element on the knowledge level. In the commercial the consumers get knowledge about the product (the car) both through pictures and by the voice-over. The voice-over also try to give the audience preferences about the product and in this way convict the audience that Honda Civic is a good alternative for purchase. The way that they show all the great features the car has is something that Clow et. al. (2013) call Performance appeals.
The commercial has also an emotional appeal. The commercial is trying to build up a trust that the car has a good security for the people who will travel in it. The commercial also shows a person driving the car who looks happy with his car, and this is a good way to get the audience to get good feelings about the brand.
Rickard Markgren, 10083119, COMM 335-1, Campaign, Rational appeal, Emotional appeal, Hierachy of effects.