Brand Image: Mini Clubman

Form:

This advertisement is in the form of a viral, which relies on the audience sharing and spreading the video around the internet to gain recognition and popularity.

Audience:

Because this video is a viral, it appeals to an audience who are engaged with the internet and websites in which the viral is shared, i.e. social networking sites (Facebook and Twitter) as well as video sharing sites such as Youtube and possibly Blogs and Vlogs. This would suggest that the viral is targeting young adults who would find the video amusing and believe that the company are light hearted and current. The ‘characters’ which can be heard throughout are both male, which suggests that the target audience is also predominantly male.

Institution:
An institution wold chose to make a viral to propote their product, firstly because it appeals to the interests of the target audience through the use of video sharing websites, meaning the institution can appeal to a wider audience. However, on a more practical level, making a viral is cheap for the institution because they don't have to pay to advertise on a TV channel or in a magazine; the audience practically advertises foryou because that is the nature of a viral.

Representation:

In this viral, the characters can only ever be heard-not seen-because the video is created as if the viewer is watching from inside their car and talking about the events, from the point of view of the characters. The voices we hear are males who have very ordinary, colloquial accents and use informal language. This, as well as the use of a relatable, everyday setting, suggests the product can be used by a vast target audience in terms of wealth. The jokes, casual language, and humorous visual elements represent the company as being fun, light hearted and memorable.