Amy's Discourse Analysis Homework Assignment - WK 6

This BMW North America print advert formed part of the “Joy Campaign” which aimed to focus viewers on the joy which owning a BMW could bring.  I think the word ‘Joy’ has become linked with the idea of having a healthy ‘spirit.’  When I think of ‘joy’ I imagine Oprah Winfrey and the way she encourages women to empower themselves, and take time to nurture their spirits.  It feels like an advert geared to ‘strong women’ who value their role as mothers as much as they value their careers (in a sense – for the woman who has both.)  Also – using the word ‘maternal’ strengthens the idea of women being the ‘driving force’ of a family (excuse the pun).

The image of the baby is a strong motivator for parents, who value family, and their role of protecting their family.  The image sets out to show how the car will protect our most precious ‘possession.’  In this way, it suggests that we would have no choice other than to ‘buy this car’ if we wanted to keep our families safe,

To summarize, I think the advert works to motivate women to value their roles as mothers and protectors.  Considering the product, I would go further to say that this advert would speak to more affluent women, especially those who may be part of the workforce – and who are able to buy luxury cars.  In this sense – the advert opens the market up for women, whereas before, it may have been dominated by male consumers.

The below BMW advert was designed by a South African company.  At first I didn’t think the image was that striking, but when I read the text, I got a much stronger sense of its meaning.  The message behind the advert is definitely about wealth, and the status which comes from owning a BMW. The wording reminded me of an ‘involvement’ strategy - by using the word “your” the tone is set more as though a friend is speaking to the viewer.   The text is cocky and cavalier in its assumption that viewers would be able to purchase both the BMW and the penthouse without having to consider their financial situation.  From a South African context, the advert is definitely aimed at young, professionals who are materialistic and who are very much a part of a system of “work hard, play hard.” The message also lends itself to the idea of people being able to ‘have it all,’ a message that is at the core of success for many young professionals.  Even the choice of using a ‘penthouse’ is emphasising the cultural need for status, wealth and success.

When introducing these two images to a class, I would definitely ask them to brainstorm key words that come to them when seeing the images and the text.  I think the ‘gut reactions’ would be valuable and possibly more telling of the values that lay behind the adverts, as well as what cultural values the students themselves hold.  Following on from Hofstede’s cultural dimensions, I would probably guide a discussion around which image would be found in Feminine cultures, and which in Masculine cultures, and why.  Also – I would raise the idea of family and its importance as raised by the North American advert.  Considering that BMW is a luxury brand – I would also open a discussion of wealth, and what it means in different cultures.