The new commercial for the Audi A8 is the perfect example of image advertising, which is defined as advertising aimed at producing a shift in perception in the mind of consumers with regard to a particular attribute. In this case Audi wants people to associate the A8 with innovation and a new definition of "luxury".
A car is an example of a high-involvement product and Audi advertisers are aware of this. The effect of advertising these types of products is not so much on the final decision of the consumer, but more so on whether the brand is considered. So, Audi advertisers' aim was to place the Audi name higher in the consumer's mental agenda--the agenda-setting effect. This effect is supported by the notion that the mass media doesn't tell us what to think, but rather what to think about. The idea is that if you are in the market for a new car, after seeing this commercial Audi will be fresh in your mind, and you will hopefully add it to the list of car brands you are considering.
This is a great ad for many reasons. I love the fact that is begins by telling you everything that Audi is not; "goodnight expected...goodnight out-dated....goodnight fluffy etc...". They then tell the viewer what the new Audi does represent; "good morning innovation...good morning unequaled inspiration". The ad tells you the specific image they want you to associate with Audi. Another thing that I found particularly great about this ad is that off the bat I had a positive reaction to it; it reminds me of one of my favorite childhood books "Goodnight Moon". The ad itself also has a magical, fairytale like quality--so it is easy to associate it with warm, positive feelings. All in all the Audi goodnight commercial is a great ad for a high-involvement product; the brand is fresh in my mind and associated with positive feelings--nothing like sending a message of an innovative brand with an innovative ad. Check it out for yourself: Audi Goodnight Ad
