Targetedaudience完成版.doc

Targeted audience Mitsubishi- a tool to drive you home This ad is promoting a Mitsubishi car. As we all know, compared with US-made, German-made high end, luxury, gas guzzler like BMW, Benz, or Porsche, Japan-made cars enjoy great popularity because they are oil-saving, inexpensive. So it is wise for Mitsubishi to attract those white collars from working class. This type of Mitsubishi is designed particularly for those working young woman, I think, Mitsubishi wants this type of car to be their first car. First of all, the scenes which resembles yellow old photos, the background music and the tone of narrating are very very gender, subtle,nostalgic,totally corresponding with womens perspective. So the target consumer is very clear women. Second, we can see the young woman was growing from the countryside and now she has become a white-collar in a big city. Maybe after years of hard work and saving, she can afford to buy a car. The Mitsubishi she has bought is the first car of her family. So the target consumer is more clear, young career ladies who are brought up in countryside or less affluent families. Third, instead of inviting for 桂纶镁or 范玮琪 as the actor in this TV commercial. It employs a white collar look actress who we have never seen and dont know her name. She just one of the myriad ordinary women who are not very wealth but has good parents. It is an effort to enlarge the number of target consumers. Forth , the main thread of this ad is her fathers back. When she was a school girl, she saw her fathers back from the seat of her fathers bicyle on the way to home. When she has grown up, she saw her fathers back in her Mitsubishi car. Over time, many things have changed, her father has grown old, she has left home, but there are things that remain unchanged. Deep affection and tireless care from her father. It is very moving. I think this ad is trying to attract those young career women who may independent outwardly but very sensible from their very inner heart. They know their parents have worked very very hard to take care of them and to afford their education. The Mitsubishi car is a tool to drive them home. I dont know how to express in English, but in Chinese we can say, this Mitsubishi drove her home 充满人情味that can tear the heartstrings of those nostalgic young ladies. And in the last sentence, Mitsubishi, Mitsubishi cars have 164 homes throughout Taiwan. It emphasizes its attentive service by comparing its stores as your homes. Very attentive. In conclusion. I think the target consumer of this type of Mitsubishi car has very clear target consumers who are white collar young women coming from less affluent families and valuing the family ties very heavily. And by comparing their service to the care from their parents, we can feel