Nissan Dualis: Park Perfectly - Essay Example

The advertisement was effective in providing a visual presentation of indicating how the 360° view could be depicted perfectly by positioning the female model in 12 strategic identical poses. The image thereby represents looking at strategic areas around the vehicle from complete circular points of view.
The Target Audience

The target audience that is perceived from the advertisement is female drivers, who would be more interested in being extra careful in monitoring the condition of the vehicle’s situation from a complete 360° view. More specifically, it is directed at female and young adult professional drivers, as depicted by the model that they used in the advertisement. The female model is perceived to be in her early 20s and her manner of carrying herself through the outfit she wears (white crisp blouse over pair of blue tight jeans and with a red belt) is indicative of her being in a carefree lifestyle, possibly in an exciting career. But of course, the advertisement could also be directed to all automobile drivers who are interested in owning the Nissan Dualis, with this 360° Around View Monitor.

Rhetorical Principles Employed
The rhetorical principles that were employed are a collaboration of logos (logic), pathos
(emotion) and ethos (character). The rhetorical principle of logos was evident from the effective display of visual representation that captured the message of a 360° view from the strategic positions of the female model. Likewise, the captions below the focal images state: “PARK PERFECTLY WITH A 360° VIEW. The 360° Around View Monitor. Nissan Innovation that excites” (Best Ads) uses logical and emotional appeal through the provision of factual information, in conjunction with the use of words that entices the emotion (excites).

Finally, the rhetorical principle of ethos (character) is relayed through the inclusion of Nissan’s logo and brand name, as well as the name of the vehicle being advertised, situated effectively at the upper left-hand corner and colored in bold red to stand out against the immaculately white background with very faint shades of possibly light gray around the borders. The brand name, in itself, solicits character and credibility as one of the trusted brands in cars, known worldwide.

Conformity to Advertisement Theories and Strategies

As learned from the course modules, it is relevant that advertisements contain an effective interplay of both visual and verbal content to make the advertisement effective. As such, this particular concept is appropriately applied in the Nissan Dualis: Park Perfectly ad which was proven to have used exemplary visual content and assisted with the verbal content. But, as contented by Rossiter, “visual content warrants relatively more advertiser attention than verbal content” (101). From the impact that the visual content creates on the target audience, it is therefore supported that this concept is validated. One, therefore, agrees that the ability of the creator of the advertisement to design a visual image that would effectively relay the message that is intended, creatively and innovatively, significantly assists in considering the advertisement a success – especially when the advertisement effort created that action intended by the organization; which, in this situation, is to entice purchase for the Nissan Dualis.

Likewise, the concept states that the “use of high imagery (more concrete) visuals rather than abstract visuals” (Rossiter 102) is more effective. This is also consistent with what was applied in the ad. The use of concrete and clear images effectively relayed the information that the promoted feature is effectively possible and is to be delivered by the promoter.

Another effective point that was delivered by the ad and conforms to the advertising theories learned is: “Use color in visuals for emotional motivation but black & white is sufficient for "information" provision” (Rossiter 103). As could be viewed, the advertisement was predominantly black and white and the only color used was the logo and the brand name of the car. This is therefore effective and sufficient in enticing ethos and in confirming Nissan as a professional vehicle manufacturer that abides by the highest standards of quality and conformity to safety features; thus, no other color is deemed needed in the ad.

Overall, the Nissan Dualis: Park Perfectly is considered a perfect example of an advertisement that employs effective rhetorical principles that enabled the organization to achieve its desired goal. Read More