Uploaded on The Ads of the World.com Forum
Rhetorical Situation: In the driving community, MINI’s are recognized for their drivability. They are not huge cars, so they have to focus on the fun one may have in driving one of their vehicles. The audience would appeal to those who cannot drive a manual transmission (almost all of USA), but wish to without the use of a third pedal (the clutch). The advertisement focuses on the new addition of the tiptronic transmission representative of the “+” and “-“, which is symbolic for a Tiptronic transmission (an automatic transmission that employs a system that can manually control the gears). This is also a feature that was prevalent in higher end cars and most famously in Lamborghini’s and Ferrari’s. This would help those of a lesser buying power to feel as if they had purchased one of their vehicles (also taking into the handling ability of the MINI Cooper). The advertisement also focuses on buyers who enjoy a car company that is simplistic in nature. There is no statement of price. There is only the introduction of a new system. This tells buyers that the car company is for those who are not worried about price, but only about the car.
Design Emphasis: The advertisement emphasizes the introduction of the new driving system of the MINI Cooper S. It features nothing else but a + and – sign to show the simplicity of driving a MINI. It reaches out the driving community that enjoys the use of an automatic transmission that operates like a manual or more experience driving. It is used to appeal to both audiences in this fashion. The saying “MINI AS THAT” refers to the saying “It’s as simple as that” which emphasizes usability of driving a MINI. It has a small border that organizes the view. When one looks for more info after the initial look, they are drawn to the information at the bottom.