October 10, 2012
The
Nissan Leaf commercial communicates the important of helping save the
environment by buying the car advertised. Nowadays, the environment seems to
concern most people in today’s society and most of us have heard about polar
ice caps melting due to global warming which is mostly caused by the emissions
given off by gas powered vehicles. The ideology is that if you buy this car,
you’ll help save the environment. They show the polar bear, which represents
the environment, making a long journey to thank the man who bought this
electric vehicle with a literal bear hug. The intended audience are people that
care about the well-being of the environment and its animals. Again the polar
bear is being used as this representation of the environment. It grabs
attention at first by showing ice caps melting and a polar bear watching it
with the intention on making it a sad, melancholy sight. The bear hug at the
end shows that something is being done with compassion. To me, this is a dominant-hegemonic
reading and that I can agree with the position of the commercial along with the
point they’re trying to get across, plus the audience that they are targeting.
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