Even as a South Korean person, I could never really support buying Korean cars because the cars lacked in performance and were always out of style. Of all the Korean car companies, Kia is probably the company that bothers me the most and I constantly wonder why they cannot incorporate more modern designs to their cars.
Interestingly, however, for the past year they have been producing more cars with better and innovative designs and the one that really caught my eye recently was the Kia Soul, where the famous hamsters are in the car either listening to music or outside the car break dancing. As I look back on this car ad, I cannot help but be fascinated to see how the rhetoric of this ad really changed my perception of Kia cars. The ethos in this ad is very powerful and clear cut in the sense that there is a more “hip” feeling to Kia compared to the older designs. In addition, in comparison to the older commercials of Kia, there is definitely a different ethos that is portrayed. Previously, it was a more “conservative” and “calm” kind of car and now it feels more “modern” and “cool”.
I never thought I would catch myself considering buying a Kia until I was exposed to these commercials.
Kia did a great good job of portraying their ethos to a younger audience with their sleek and modern designs and the affordability of this car company seals the deal for people to consider Kia as an option when they are going to purchase another car.
I agree ads can be really powerful sometimes! There are so many items that I would have never thought of buying--that is, until I saw the ad. If anything, ads gets the audience thinking about their product. With more thinking comes more opinion changing. And, with more opinion changing comes more consideration to actually buying the product!
ReplyDeleteI know nothing about cars, so I am wondering if Kia actually started producing better cars or not when the new style of commercials came out. If not, I think this is an example of how the right kind of marketing can attract potential buyers even if the product is not especially good.
ReplyDeleteIt's pretty cool to think that just one commercial can change your whole perception of a company. I'm not really that familiar with cars, so I don't know the background of Kia's reputation, but what aspect of the ad do you think conveys the "hip" new image that you mention? Looking forward to checking out this commercial!
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