The advert communicates with its audience on a very broad level. They haven’t tried to market it to a niche audience it is clearly very wide. They’ve used very vague signals that act upon popular ideologies as opposed to specific ones. The target audience for the advert is clearly very broad; this is why the semiotics is very vague as opposed to working on specific ideologies.
I think the advert works well at what its supposed to do, it is there to advertise ford’s brand as opposed to one specific car. The fact they’ve used different models proves this. It is supposed to create awareness of their new slick design philosophy.
The way they communicate with their audience is interesting, through signals within the advert working on people’s perception of reality or what they’d like their reality to be. And also on where it has been placed ie. viewings from a very broad audience.
It increased fords market share by nearly 2% in 2009 so it achieved its goal, which is essentially to boost sales.
