In this advertising we can see a man and a woman having sex. The woman’s face is hidden by a magazine on which there is a BMW car. We can understand that the man is more interested in a beautiful car than in a beautiful woman.
Through this ad we understand that some men are said to take more pleasure by driving a BMW car than by making love. The “welcoming” position of the woman can be interpreted as an invitation to drive, and so as an invitation to buy this car. The slogan “the ultimate attraction” could define the relationship, but actually the attraction is here the car… In this advertising there is nothing about the qualities of BMW cars, only the esthetic and attractive aspects of the brand are pointed out. This is quite rare for an ad for a car in which we used to see options, price, etc. So, the target group would be superficial people as there is nothing about the practical side of the car. Of course here, men are targeted, but this ad also exists with the opposite: a woman is having sex with a man having the image of a BMW on his face…
Elise Madacsi
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