Video Text Analysis

http://www.youtube.com/watch?v=apzw1MjvVpU

The new BMW 3 Series Convertible commercial is only 47 seconds, but in this terse period of time, we have been given all the parts to construct a story about the man who is the owner of the car and what the car has to offer us.

As the commercial begins, you see a woman walk out onto her balcony draped in a bed sheet smiling down at a sharply dressed man running out from the front door into his BMW, – from this opening scene we are able to piece together that the man is late for an important date. As she lets one of her stockings fall from her clothes line, he accelerates and is able to escape the stocking from ever touching his car. As he races through the city, women are looking down from their balconies and throwing their undergarments at him. The man is able to escape the falling garments by inches, as he moves with ease through the streets. Finally, the last woman hangs over her balcony and throws her bra in front of the car, where it comes to a full stop, while the bra lands inches from the front bumper. The commercial then cuts to the man; parked in front of a church, jumping out and racing up the steps to meet his distressed bride and her family. He then reassures her and hands her, what looks like a handkerchief. As the bride smiles, the handkerchief turns out to be a pair of lace undergarments – assumingly collected from one of the women. The last credits in the commercial are ‘It could save your life.’

A lot can be said about this commercial. BMW has not only showcased the cars speed and maneuvering skills – as it shows the tachometer in acceleration, the man making it to his destination just in time, the capability to move through the tight, curvy streets with ease and the ability stop ‘on the dime.’ – but, it has also show and represented luxury. We have come to understand, that money is power. Money represents wealth, success, status, and confidence. It has the ability to launch you to greater social standings and comes with perks that aren’t associated with lower and middle class incomes and is desired by everyone and envied by some. BMW has given us the idea that by owning a new 3 Series Convertible, you appear that you are successful and are higher on the social ladder.