It’s nearly impossible to pinpoint the sole creator of this advertisement, but it can be generalized to an assumption that there was a director of the video, a company funding it (Acura & Honda), and a CGI creator. A joint task of creating an advertisement becomes possible when all of these people come together to make it happen.
Knowing who created the advertisement is important, but it also entails the question of why it was created, or what is its purpose. The basic idea or hypothesis of why it was made resides that Acura wanted to show off their product and try to gain greater sales because of it. The concept of an advertisement is to expose the product to the audience in an appealing manner to boost sales. Besides trying to sell a product through this advertisement, it also poses a statement that it is better than its competition. The video ad of the Acura RSX-S is merely a statement of ‘you should buy this car because…’ and from certain details within the video they believe their product is better because it is a precise machine with a rev limit of eight thousand revolutions per minute and produces two hundred and ten brake horsepower from a two liter engine inline four engine.
While watching the advertisement it becomes apparent that the main focus is the Acura RSX-S. Throughout the entire video the Acura RSX-S is portrayed running away from tsunamis and avoiding head on collisions. One thing I believe the advertisement is missing though is that it doesn’t include any of its competition in the video. Only the Acura RSX-S is shown, while other cars in its market class and division such as the Dodge SRT-4 are not even mentioned at all.
The message conveyed by the Acura RSX-S falls within the reasons of why the video was created. The video exemplifies the reasons of why the Acura RSX-S should be the car for you, and why you should go out and buy one. It draws in people and tries to convince them that they need a six-speed manual gearbox, an eight thousand rpm red line, a sports luxury interior that includes climate control and a 5 CD Bose sound system. The whole advertisement is emphasizing the important idea that the watcher can drive a sporty, but reliable car.
The audience for this video could really be anyone that is in the market for a car, but the true intentions of Acura for producing this car and video is that they were targeting a more mature crowd. It can be implied that the RSX-S was intended for older wealthier buyers since this car is essentially a Honda Civic that has been rebadged and given several luxurious amenities. The video definitely appeals to people that like the ability to be swift and agile since the video shows the car flying across the roads avoiding disasters without getting a single scratch. At the time of the actual production and sales of the car, I don’t believe it was focused towards people like me. The price would have been a little outrageous for a first car, but seeing the way sales went and depreciation setting in; it became a car very popular among tuners.
Acura created the video to be televised. The genre greatly affected how the car was portrayed. By using a video, the audience is able to see what the car is capable of doing and see it from multiple aspects and angles. The only contradictory idea about the medium is that it falsely represents the car in some manners. Consumers are not going to be buying the car and performing acts as seen in the video.
The structure of the video stays pretty consistent throughout as the CGI version of the Acura RSX-S performs several different daredevil stunts. At the very end of the video the Acura.com website is presented alongside with the specifications of the car boasting 210-HP and the name of the car. The whole video is only 30 seconds long with a rock music playing in the background. It is formatted so the viewer is drawn in by the first part of the video watching the car perform amazing things, and then shown the name of the car and a website which they could have gotten more information from.
The actual car being presented by the video is the Acura RSX-S. This model is the Type-S, which also means sport edition. The Type-S model was the upper model compared to the base model which offering several amenities such as perforated leather seats, and a higher output engine. Acura produced the car for 4 years from 2002 to 2006. The car in the video is either a 2005 or 2006 model since it has the updated headlights, front and rear bumper, and tail lights. A K20Z1 engine producing 210-bhp sends the power through a 6-speed close ratio manual transmission to the front wheels. One of the most recognizable features of the engine is the i-VTEC or intelligent variable valve timing and lift electronic control. Trademarked to Honda, the mother company of Acura, the i-VTEC helps provide a flatter torque curve and better response from the engine.
I personally identify with this object because I own it and drive it everyday. It has served me reliably for the past 100,000 miles I have on the car. The car is absolutely a blast to drive as portrayed in the video, but recently I feel like I would like a different car that can perform better than the Acura RSX-S. The video advertisement is pretty good at representing me, since it portrays being a little reckless and living on the edge. Those are both characteristics that drew me into the ad and car. As a consumer, the advertisement appealed to me a lot since I have a biased view of liking the car because of what it offers. The video shows the performance abilities of the car, as there are few cars that can produce 105-horse power per liter while being naturally aspirated. The car is a representation of Acura trying to propose a sporty luxury coupe, offering the amenities of a luxury car, while still retaining the essence of a sports car. Details such as the orientation of the interior are very driver oriented as shown in the video giving it a feeling of an airplane cockpit. It caught my eye because I want to be able to live my life like the video.
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