Textual Analysis 3 : Morris Mini Minor (1959)


  • The advert opens with a stop motion animated sequence where a model version of the Mini drives down the village street before  parking outside flashing the lights and sounding the horn to alert their family that they have bought the new car. The opening being shot in stop motion with a model version markets the mini as the playful family car leaning into it's small size (considered miniature compared to the family cars at the time. The playful nature is also added to through the use of upbeat music that sounds like it's from a kids tv show.
  • The advert then transitions to live action where we see the Mini driving along country roads before showing the cars engine and how its mounted horizontally to allow for more space in the cab of the car so 4 people can "comfortably" sit in the car and still carry loads of luggage. This advert is clearly aiming at families looking for a car that fits all of them with room to spare for luggage or shopping. 
  • The advert shows how the car is both suited for the city and the countryside by being small enough that it can be parallel parked almost anywhere whilst also having the speed and ride quality to be comfortable and stable on long journeys on country roads which are often less than smooth.
  • The video states the Mini's top speed, it's MPG, No. of seats, it's 4 wheel independent suspension, it's engine placement and it's storage places. This is a stark contrast to most modern car adverts where normally only one aspect of the car is marketed or the car's only really marketed on it's looks or the lifestyle owning the car could bring

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