An Analysis of The Hyundai Accent Campaign: New Thinking, New Possibilities

1230 WordsJun 17, 20185 Pages
2.3 Ad content and patterns: Hyundai 3D projection mapping is a part of their new thinking new possibilities campaign. This particular technique was produced in Malaysia on 19th February 2011. The production period was four months and required one hundred and twenty crewmembers, six high-definition projectors, ten high-definition cameras, six cranes, one Hyundai accent car and one stunt man. The content involved graphics on a plain wall with an appearance of a building with huge gates. The gates open and the vehicle comes out. All the graphics are then removed and a stunt man walks on the wall towards a new Hyundai Accent suspended in front of a city wall where the headlights faced the grounds. The stunt man opens the door of the vehicle…show more content…
Schroeder explains that images are like fetishes; they are worshiped for their almost magical ability to conjure desire and delight. Dream like image is a concept used by marketers to pursue consumers, providing meaning in a myth-like way that in turn helps consumers relate with their brands (Schroeder, 2002,p.12). For example: Hyundai accent 3D-PM and Toyota Aruris 3D-PM have followed this very same concept in the creation of these events. As mentioned above in the description of Hyundai accent 3D-PM, viewers were stunned to notice the vehicle on the wall. This may have given them the feel of the products ability. Projection mapping allowed viewers to imagine with the help of graphic illusions. The essence clearly being “New thinking, new possibilities’. Similarly yet different Toyota Auris used the ‘touch and feel’ sensory to promote their projection mapping. Allowing viewers to vision the statement “get your energy back”. Conclusion: When individuals in contemporary society engage with products they are principally employing them as ‘signs’ rather than ‘things’, actively manipulating them in such a way as to communicate information about themselves to others. It is commonly assumed that these individuals, in their capacity as consumers, engage with products in order to achieve ‘self-construction’, the purpose of their subjectivity. Shopping is not merely the acquisition of things; it is the

More about An Analysis of The Hyundai Accent Campaign: New Thinking, New Possibilities

Open Document