Renault Duster: Newspaper Ads

Hi Folks,

I am starting a series of campaigns analysis for Renault Duster in which I will try to express my views on its newspaper, magazine and maybe TV ads.

Disclaimer: The opinions expressed are solely what I think the ads represent. Reader is welcomed to express her concern on the comments section at the end of post.

So let's get started:

So, after seeing this poster, following are the Elements of Attention and Interpretation:

                                                                ATTENTION
Color – Metallic brown on a light background. The contrasting combination is attractive
Intensity – The brand is less visible while the product is occupying majority of the space
Format – The word MEDIA NAV is written twice which is redundant because the font below “Intelligent” is not visible

                                                         INTERPRETATION
The brand has repeated the “Big, Beautiful, and Efficient” communication from its earlier ad because it could highlight the word “Intelligent” when users look through what is different in the ad. The word “Intelligent” when read for the first time on top of the ad, the users are free to interpret on the capabilities of the car.

Now coming to the Cognitive and Affective components:

                                                              COGNITIVE

MEDIA NAV is completely a cognitive benefit that educates user on the multiple features the car offers through simple touch mechanism

                                                              AFFECTIVE

The adjectives “Big, Beautiful, Efficient and Intelligent” personify the car to be a mixture of characters. A user will find himself/herself intelligent (say) when he drives the car.

Folks, I have tried to separate your consumer behavior learning into the above 4 heads and tried to analyse the print ad based upon those categories.

Please add on to what else can be interpreted in the comments section below.

Rest is Next!

C ya.. :)