Memo: Audience Comparisons Kia vs. BMW

To: Dr. Carla Kungl
From: Beth Weyer
Date: 11/29/2009
Re: Audience Comparisons, Kia vs. BMW

The purpose of this memo is to contrast the target audiences of print advertisements for BMW and Kia. The criteria for which the audiences will be compared include differences in economic means, age, attitude, and lifestyle- all of which are inferred or blatantly portrayed in the distinct messages of the two brands through writing and creative design.  

Summary
In comparing the two advertisements, Kia has a stronger visual with the use of color and creative images. BMW’s edge is expressed in the copy of the advertisement.



Advertisement Copywriting
The Forte is described as “the first of its kind” in combining speed, fuel efficiency, technology, and safety ratings. This suggests the driver of a Kia will be a trend setter them self. Kia, a late comer in the American auto industry, has tackled a younger American audience with lower budgets but high standards and demands for quality vehicles.

BMW’s in-your-face advertisement depicting a sarcastic letter to our president boasts that the non-American brand had already set the bar with green initiates and was waiting for us to catch up. This ad is not offensive to those already financially invested in a pricey BMW. The tone is an attempt at further distinguishing the brands reputation of superiority.  

Advertisement Design
The use of color and striking images create a feminine tone in the Kia advertisement. The Kia Forte is creatively marketed with the aid of symbolic creatures. Desirable traits are combined to form animals such as the “cheetamel”, a physical merge of the cheetah’s speed and camel’s fuel efficiency. The cheetah print (even on a camel) is exotic and appeals to a woman’s seductive nature.

The “cheetamel” and Forte take a superior stance on the layout of the page-anything else left lurking in the shadows is overlooked, abandoned and boring. This might be an abstract interpretation of a younger (versus more mature) audience. In earlier stages of developing professional reputations, a younger audience wants to distinguish themselves from others- their peers and colleagues competing in the workforce, for example.

The BMW ad portrays an attitude that could easily be missed by skimmers of a magazine. The image of a blue sky and crisp white background suggests purity and a peace of mind as a result of a pollution free atmosphere. This follows the trend of green efforts and appeals to environment-conscious individuals.  

A Final Comparison
Kia communicates a brand of authenticity, quality, coolness, technology, and creative edge. Kia brings a more youthful tone and fresh approaches to campaigns as the American division of the company is “young” itself. BMW is an established name with a reputation for luxury and a high price tag. They communicate to an elite group a message- that as a foreign brand, they look down their noses at American cars.