Textual Analysis 2: Peugeot 2008 - See The City In a Different Light (2013)


  •  The advert opens on a gecko on the road amongst regular city markings before panning up as the 2008 passes to reveal the road is actually in the middle of the desert rather than a cityscape. As the car drives along were are shown things that would happen in a city only with a desert twists; there's some old ladies feeding birds (vultures), people emerging from the subway (a cave), people crossing the road ( with someone walking a Fennec Fox in place of a dog), a pair of window washers ( washing a rock tower), a man blowing sand onto the road ( or off it's genuinely hard to tell what he's meant to be doing its just a way of shoehorning in the car can drive on sand) , and a guy using a cactus as a bike stand. This creates quite a surreal advert culminating in the reveal of the rock city behind at night as the 2008 continues its journey. This is all to fit the tagline of "see the city in a different light" and the idea that a car can change the way you see things and bring back some joy and wonder into your life.
  • The use of Home by Edward Sharpe and the Magnetic Zeros fits in with the desert aesthetic of the video and helps bring a nostalgic almost adventurous feel to the video, it helps capture that feeling of wonder 
  • The maintenance worker  looks at the car longingly as it passes appealing to peoples desire to have a car everyone else envy's. It also shows how it is a car people want.
  • The 3 features of the car marketed in the advert are the built in Satnav, the adaptive drive feature when you can alter the traction control and ride settings to best fit the terrain you are driving on and the Panel Sunroof, These features appeal to people who are looking for a car that will handle road trips to places where the roads may not be as pristine as in a city and where they may need the help of a satnav in case they get lost, Whilst also marketing the car as a city car through the use of the line "see the city differently" hinting at the fact that Peugeot want you to see the car as perfect for both the city as well as the countryside.

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