Puegot Car Commercial Via India

Who created this media message? Why?

Puegeot, a car company that's very uncommon in the U.S., created this commercial for their customers in India. Puegot is letting the Indian public know that a line of their automobiles are on the market. I think this is particular commercial was created for Indian audiences to make a connection. The setting, the characters, and even all the props were all from India and most likely filmed in India. Most likely Puegeot felt their Indian customers would connect that commercial versus one seen here most likely aired outside of India.



Who is the target audience? What text, images or sounds suggest this?

Drivers in India who want to be hip. I think the fact that the entire setting is India is a giant give away that this commercial is intended for people in India or more specifically people in India that drive. I think the fact that the main character starts with what is presented as an unattractive car then turning it into the hippest automobile hints that owning a Puegot is a start to being cool.

What is the text(literal) meaning of the message?

The literal meaning is that Peugot cars are available and the definition of whats popular. Peugot wants people to get rid of whatever they are currently driving and go out and buy one of their cars. By showing the person going to extreme costs to have a taste of owning a Peugot, they display to the viewer that a Peugot is a must have item. I think also that it's geared towards an Indian audience to show that Peugot is available in India. I think when a product is advertised and it's clear the setting is not geared towards the audience, it fails to be a mainstream item. An example of this is when I used to go to my friends house who had a satellite dish and got every channel in Taiwan. When ever I saw an ad for a product half the time I had to figure out what the commercial was selling me, then put together the whole thing. However my friend who was from Taiwan would always get the jokes or understand the commercials really easily. It should be noted that a lot of the commercials were in English as well so the language barrier was not the sole reason why I didn't understand the ads. I feel that Puegot had to make sure they made a commercial Indian audiences could connect to, therefor by also making the meaning of the ad, "Puegot is available in India" as well. I think if one notices the magazine ad the character is comparing to his creation, one can notice it's a European setting. I think showing this advertisement within this commercial reminds Indians of the advertisements they see for things from outside media. However showing that this item(the car) thats usually presented in outside media is available in India, excites the viewer and gets them wanting the foreign product.


What is the subtext(hidden message)?

The subtext, though not very hidden, is that driving Peugots are the way to be cool. The second the main character finishes his Frankenstein like copy of the Puegot, the look of satisfaction was followed by a look of new found confidence. At the end it's noted that an attractive girl notices him in his "Puegot" over what appears to be her boyfriend. I also think this commercial is subliminally delivering the message to Indians that Peugot is the way to go for automobiles, specifically in India. I think this company feels that India wouldn't care about what the cars can do in Europe, therefore by showing the car in an Indian setting people in India can make the connections needed to get the idea Pugeots are the in thing to drive. I think the goal for them is that when a potential car buyer wants a to purchase a car, they'll think of the ad and think of how confident and powerful the guy felt with his car, then remember that he had a copy of a Peugot and realizes how goofy the guy looked in it. Therefore by making the connection that a goofy, fake Puegot can boost confidence the real thing can make a man feel like a god.

What kind of lifestyle is presented? Is it glamorized? How?

I think the person in this advertisement doesn't live a very glamorous lifestyle. Evidence of this is the setting. I don't see Hollywood lights or excessive amounts of activity going on in the background. Most of the extras in the commercial seem to be individuals of the normal public and don't stick out as people with a presence. However while a glamorous lifestyle is not presented, I feel the lifestyle is glamorized. I think this person realized he is not a celebrity and rather then dwell on it and feel bad for himself, he took initiative and got himself as close as he could to glamorous. In the end his initiative pays off as he is shown riding down the street in his "brand new" Pugeot.

What values are expressed

I think the makers of the commercial is expressing the value that it always feels good to own excellence(being the car). I think by showing the main character who doesn't seem to have a lot of money, taking his sub-par automobile and doing his best to transform it into the popular Pugeot then showing how he feels on top of the world after he's done expresses that owning nice things make people feel good. I also think the value that it doesn't take a lot of money to feel good is also expressed. The guy clearly doesn't have a lot but by taking what he has and turning it into awesomeness(or at least what he considers awesome) he has a new confident swagger to himself.

What techniques of persuasion are being used?

This is intended to make viewers laugh. Proof of this is due to the fact that this commercial is always found on Youtube.com as a "funny clip". I think this humorous ad is designed to keep Pugeot in the minds of viewers. Whenever anyone sees a Pugeot of that model or has a chance to hop in one, they'll think of that commercial. I think the humor allows people to like Pugeot as a company. I have noticed that a lot of people who like Apple Ads like Apple Computers, however people who hate them adamantly refuse to like them and even if they do, they don't want to buy one because they hate the ad. I think this is a similar case with this car, if people like the ad and they need a car they'll probably look into Pugeot. I remember there was a funny ad for Chevy years ago. My parents went to the Chevy dealership and ended up with an Oldsmobile. Oldsmobile is owned by the same company as Chevy therefore the ad attracting my parents to check out a Chevy, thus pushing them in the direction of Oldsmobile, thus profits for the dealership and GM either way. I think the same chain effect can occur with Pugeot. The viewer may not necessarily buy that car, but they might get a similar one or another model by the company.

What healthy and unhealthy messages are being communicated

I think one big unhealthy message thats being shown is that the can be contrived as Indian people can't afford nice things. I fear that while this commercial is intended for Indian people, it could easily be ran in Europe as a comedy bit in presenting the message everyone has to have a Pugeot at all costs. Therefore they are still advertising the product and entertaining viewers,but it is at the expense of Indian people. Also while I'm not positive about this, I want to say that the car that the main character starts out with is made in India. This message could be perceived as don't waste your time or money with Indian made products, get it imported from somewhere else. It almost feels like they are attacking the Indian product for being Indian. Kind of like if Honda attacked Chevy and Fords vehicles for being too American.

What part of the story is not being told?

I think the part of the story that isn't being told is why can't the guy buy a Pugeot himself. I think this in some ways hurts the commercial when looked at analytically. I don't understand why the guy didn't buy the Pugeot, is it implying Pugeots are expensive? While the commercial is funny and definitely sparks interest in the product I don't know what the car he trying to emulate is called. We also don't know if maybe he was trying to get the attention of the girl at the end and that was the whole point of the commercial. While there are a lot of unanswered questions viewers have about these commercials, I think these unanswered questions are what sparks interest in the viewer.