Media Studies research

Research Blog 

Our group is doing a BMW commercial. In these commercials the viewers usually see well-dressed actors stepping in and out of the vehicle and driving. These actors are mostly male, but some are female.  

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• - The actors wear costumes such as fancy ties and suits, driving gloves, people outside of the vehicles are also wearing fancy clothes, all characters are wearing deluxe clothing even if it is plain.  

• - Props are not very common in these commercials; they use 2-3 cars and sometimes a person holding a sign to let pedestrians pass  

• - Everyone that is driving is usually well groomed, fit, and ready for action, they stand out in a crowd as well distinguished and successful. 

• - All commercials are fast paced with lots of highly skilled drivers with attention to detail placed on the rear wheels and body lines of the car. This level of driving motivates the viewer to drive. 

1. BMW also tends to use the slogan Sheer driving pleasure which advertises and shows the customer how enjoyable owning this car is. They also like to say they are trying to make premium products. 

2. Also during commercials they tend to focus on the front part of the car or any area that has a BMW logo or name to advertise even more. 

3. Ethos can play a big part in car commercials like BMW showing various celebrities driving the car, or even the car in action at racing events to show its speed.