"A Dream Car. For Real Life." -- 2012 Kia Optima Big Game Full Commercial

This commercial appeals to the male audience. From the dominant race car driving, to the rock and roll concert, to the end where he catches his wife as a damsel in distress. Each visual shouts "man". The visual of the masculin lumber jack, with huge muscles and a beard (clearly full of testosterone) carving a huge sandwich, who then gives a thumbs up to the man driving the car at 0:36 suggests that the manliest of men approves his car. The boxing match at 0:40 displays the violent nature and cultural views of a man. It also plays upon the "Hollywood Dream". In this case the man is the center of attention while driving the race car and all the women in bikinis are excitedly watching him drive.

However, in the end it becomes more practical when he sweeps his wife off her feet (0:50), and essentially defeats the "prince charming" that his wife was dreaming about. This is where the car's magic becomes beneficial in reality. But again at 0:55 when they both turn to look at each other while he is driving, he takes a short glance at her, meanwhile her glance lasts longer, as he turns back to the road. In the end this visual suggests that he still embodies the male dominance, for he is the one driving the car, in complete control.

This displays the "American Dream" by bringing it back to reality in the end. It also shows that the male is dominant and most likely provides for his wife. This suggests male dominancy as in the "American Dream" as well as material desires and luxuries.

The Dog Strikes Back: 2012 Volkswagen Game Day Commercial

This commercial focuses on the cultural perspectives of health in America. Americans value the healthy body and the visuals in this commercial depict just that. The dog in this commercial is symbolic for the cultural views of a healthy body and the car in the commercial promotes this view. In the beginning the dog sees the car, however cannot reach the car because he cannot fit through the dog door (0:05). This makes the car look desirable, but untouchable because the dog is "out of shape". The dog then looks at himself in the mirror, depressed, (0:11) (which is a distinct human characteristic of self awareness) and realizes he must loose weight to get to the car. He then workouts, which seems like everyday for a year, until he reaches his goal weight. This pulls upon the American cultural views and reinforces them. Thus suggesting fit and healthy people and people who long to be fit and healthy are targeted in this advertisement. At 0:31 the dog looks at his transformation in the mirror and is a happy healthy dog. His head raised, and standing strong, he looks confident and powerful. He then jumps up onto the couch, instead of laying on it (his habits changed) and sees the car. This time he is able to successfully go through the dog door and chase down the desirable car.

Ultimately this advertisement aims at the cultural views of America of a healthy body and makes the car the desirable object. By making the dog's goal to loose weight, the reward is being able to reach the desirable car. Therefore by taking the cultural views of Americans, the advertisers create a desired lifestyle in which the car fits perfectly, in "the American Dream".

The ending scene where the Star Wars characters are watching the advertisement is a chance for the commercial to display humor, therefore enticing the viewer by making them laugh.

Toyota Camry 2012 Big Game :30 Commercial - It's Reinvented

The first visual of the shot of the car from below is a typical car commercial shot. This angle makes the car look superior and dominant and appears to be 3D compared to all the other objects in the picture. It is in the centre of the shot where the eyes are directly taken to, making the car the most important and significant.

Most of the visuals in this commercial work with the advertising technique of "magic" and "simple solutions". It also suggests accepting pleasures and indulging in leisurely time. At 0:06 the visual of women in bikinis, acting as a couch, appeals to men, however the following image at 0:09 of half-dressed men acting as a couch appeals to women. The image of the man's reaction of the "man couch" promotes humor because he looks as though he accepts the "man couch" as much as the "woman couch" and that goes against the masculinity of Americans cultural perspectives.

Next they show a baby, but not a regular baby, a baby that will solve all your solutions. A baby that will give you more of a rest, more leisure time, so that you don't have to do as much work. This is thus promoting the common theme of leisure and pleasures.

And once again at 0:20 the commercial promotes leisure time and pleasure with the mini-putting green, ice-cream, and the main picture of people hanging around and having fun.

The last visual at 0:24 of a man "magically" losing weight because of the rain, again reinforces American's cultural beliefs of the slim, healthy body.

Overall this commercial promotes leisure and pleasures. The visuals in it contribute to the main idea of leisure and pleasure while also leading to the main cultural view of "The American Dream". "The American Dream" which is a narrative of middle-upper class lifestyle, where wealth buys you leisure time and the pleasures you've always wanted. Therefore buy this car because with it, you will experience the pleasures and leisures of "the American Dream".

Official 2012 Honda CR-V Game Day Commercial - "Matthew's Day Off"

This commercial contributes to the ideal cultural view of the "Hollywood Dream". The first visual at 0:01 of the bedroom makes it easy to establish that it is an upper-scale bedroom with luxurious furniture and an abundance of space. At 0:04 we see a famous celebrity which is a technique that draws audience's view because it is someone familiar. Again we are shown a visual at 0:06 that is an office of upper-class scale and another celebrity who has his shoes on top of the desk implying that he is not quite working hard. He is experiencing more of a leisure time while tossing his ball. At 0:10 when Matthew Broderick looks directly at the camera, he reaches the audience on a personal level and makes the viewers seem as though they know him. Then there are quick visuals of the ocean and then palm trees, which are visual tropes referring to vacation. Matthew picks up his car for his vacation day. Again Matthew continues to interact with the audience while he is experiencing his "day off" through various activities. After each activity the camera shot goes back to the visual of the car, thus suggesting that this car brings leisurely experiences. The last visual, after Matthew gives his keys to valet, is of an ordinary man stepping in the car and experiencing as much fun as Matthew just had. The man drives off into the city sunset, with the palm trees in view, and has a huge smile on his face because he is able to experience the life of a celebrity. Relaxing and leisure are key themes which ultimately lead to the main theme of the commercial, the "Hollywood Dream" of wealth and leisure.

The Force: Volkswagen Commercial

This commercial incorporates the cultural values of Americans ultimately outlining the "American Dream". We first see the visual of a child dressed up in a well-known costume of Darth Vader from Star Wars. The next visual we are shown at 0:07 is the child trying to make the exercise bicycle do something with his Darth Vader powers. The exercise bike is symbol for the cultural value of a healthy and fit body. At 0:11 we see the child trying to make his dog move. We can then suggest that this home is wealthy, probably of an upper-middle class with a dog and luxurious furniture. The child goes through various rooms in the house trying to make things move with his Darth Vader powers, but nothing happens. It is not until 0:27 that we see the child's mom, who then makes him lunch, which thus suggests the mother is a stay-at-home mom. This then further implies the upper-middle class lifestyle, by suggesting that the mother need not work, they must be fairly wealthy. The child then at 0:29 puts his hand on his head suggesting frustration and adds humor. I can only imagine from the images that the child under the mask is in fact a boy, because it seems gender appropriate according to American cultural perspectives. As the car pulls into the wealthy neighbourhood at 0:32, we experience the famous below shot of the car implying dominance. The boy then proceeds to make the car do something and at 0:48 he turns it on. Of course he didn't actually turn it on, the next visual shows his dad pressing the "on" button with his keys. This provides a sense of magic that the car embodies, further creating appeal.

In the end you see the dad's face as he looks out at the boy. What I found interesting was throughout the whole day, the mother never did anything to help the boy do "magic" and yet when the dad comes home he becomes the "saviour". This is thus suggesting the male dominancy in the upper-middle class households. The dad works and provides for his family so that they can have "the American Dream". It is also key to note that they are a white family further promoting the "American Dream" through the stereotype of race.