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Introduction
Jaguar has a reputation as an exciting brand that is the epitome of ‘cool’, and it plays a deep desire in us to break the rules and be ‘bad’ like the rebel attitude of the British villain who also exemplifies cunning, sophistication, and precision.
The Swallow Sidecar Company was founded in 1922 by two motorcycle enthusiasts, William Lyons and William Walmsley. In recent years –Tata Motors bought Jaguar and Land Rover from Ford in 2008, the brands have been staging a gradual re-ascension in relevance in the worldwide.

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Information
January 28, 2014 – Jaguar North America debuted digitally “Rendezvous,” its 60-second television cinematic advertisement that was broadcast for the first time during the fourth quarter of Super Bowl XLVIII. The spot launches the “British Villains” campaign, which introduces the Jaguar F-TYPE Coupe and features the campaign’s unique hashtag, # Good To Be Bad. 1

Jaguar 2014 Big Game Commercial | British Villains ‘Rendezvous’
https://www.youtube.com/watch?v=2Bls1KKDwmo=TLr3VRJEBrShpRG8dgJa-14Uk4pBI308UM

There are other adverts like first one, but it shows how to sound like a villain, dress like a villain and have a plan but they all roll off of the same concept. In the following April 2, 2014 – Jaguar announced the continuation of its “British Villains” which a two- minute film, “The Art of Villainy.” 2

Jaguar | F-TYPE Coupe |The Art of Villainy with Tom Hiddleston 
https://www.youtube.com/watch?time_continue=2=ZFqaFu2maDg

Target Audience

This two adverts appeal to those customers who prefer to spend their disposable income on luxurious and stylish vehicles (upper class or A/B level in terms of socio-economic groups).
The target audience for the F-Type which includes the various walks of life from 35 to 54 years old males.  (The advertising for the F-Type targets 25- to 54-year-olds – Joe Torpey, Communications Manager for Jaguar Land Rover North America) 3
Jaguar regular customers.

Semiotic Element

Villainous image

It is signified that showing the Jaguar to customers is one of the most effective representation of the British villain.

The car ( F-TYPE)

It is signifier as a carrier for the explanations of Villainous image.

The sound of engine

It is to convey that distinction about the equipment in comparison with other vehicles.

The switch as a sample

It is to convey that Jaguar is always one step ahead in its latest technology. It is simple. Not complicated. It is so easy to operate at the push of a button. And it is completely futuristic. 

Jaguar F-Type leave from the basement

It is to convey the car will like a Jaguar have to leave the cage then can run fast.

The room with full facility of monitoring control

It is to convey the position and authority. In using CCTV electronic control it expresses its power.

Tom sitting in the his private plane elegantly and sipping his tea

It is signifies a man of position and success in high places

Mark Strong driving closely beside the double decker bus

It shows the Jaguar F-type is swift to maneuver with a strong and efficient body control

Big Ben and Buckingham Palace

Both landmarks to convey the pureblood aristocracy is originated in England.

Message
    
      Jaguar represents the heritage culture of the British aristocracy, and it can satisfy all your fantasies about the aristocracy when you own it. You will be the great villain.

Application of Theories

Reception Theory
Dominant: They may totally agree with the message, based on their experience, especially from those loyal customers who own the previous model. There are also those members of the audience who would agree to the massage based on their beliefs and values – such as those who trust the orthodox idea of aristocrat is originated in England. Then the last few of audience might be from Tom Hiddleston fans.
Negotiated: There might be people who will be skeptical in their views about Jaguar information in the advertisement. These people tend to make a decisive tendency after a series of investigations. There are also some audiences who prefer commercial vehicle like Audi, Bentley, and Rolls-Royce or prefer racing series like Ferrari, Bugatti Veyron and Lamborghini. So they may also consider whether F-Type could be the best choice or not.
Oppositional: Firstly, there are some audiences who may belong to other company’s loyal customer and will definitely reject this company. Secondly, there are some audience who belong to the low income group will not able to affordable for this kind of high price range of vehicle. Thirdly, there are another group will refuse it. On 16 July 2014, the Advertising Standards Authority (ASA) received a complaint. That is about the Jaguar F-Type Coupe advertisement encouraged insecure driving and it is really irresponsible for social phenomena, said this driving behavior might encourage people to drive irresponsibly in future 4. The masses will be scared for this signal and will try to contain it and will not to attempt.

Use and Gratifications Theory (UGT)

TO BE – Informed & educated

In applying the UGT, the audience will understand what is ‘British Villainy’ in terms of being informed as the ad has used a lot of semiotic element to draw the outline of villainous image. Such as the perfect fit high-quality suit, coo-headed and elegant behavior. Just as Tom Hiddleston described in interview: ‘I think the best bad guy is very charming and very witty, we never break his wit, we don’t get hands dirty, and the devil play the best tunes, particularly had British accents.’ 5

TO BE – Identity

      In applying the UGT, the audience could be definite the notion in terms of being identified as the ad has used official style speech by pure British English to describe what the British villain (aristocrat) is.

Media Effects

      The audience maybe conquered by his magnetic voice and then inspired to become composed and steady.
      The audience may also be inspired to buy better quality items when they are shopping.
      The audience may also be affected and lead to acceleration in driving when they noticed the advertisement is showing the sounds of accelerate.

Two-step Flow Theory & Cultivation Theory
      Most of the audience will not form their opinions or decide on a course of action based upon directly receiving information, but instead they rely on ‘opinion leaders’. Jaguar was very successful and made the correct choice by inviting Tom Hiddleston as a well-known star to film their advertising efforts. The audience might not fully agree with the brand. However they will agree and follow Hiddleston’s preference. Also, Tom Hiddleston as a famous film star, in this advert, sounds very credible in what he said. The audience will tend to follow the voice of a feeling star and model after him. Here the point that is important is that Britain would have different viewpoints compared to the other countries as they would have a culture and environment of their own that will shape their audience understanding. Then perhaps that clarifies why a more muscular celebrity was not chosen to be the ambassador of this ads, because the British people define a masculine man to be in a more refined and sophisticated way compared to just being vigorous and macho. This also explains the choice of literature narrated at the beginning and end of the video. Not only is that William Shakespeare an Englishman himself, there is also a connotation of Tom Hiddleston reading a piece of literature piece instead of just a random song’s lyric. This would further exhibit his qualities of a classy man; by using the enchanting words of the greatest poet of all time.

Result
The first ad #Good To Be Bad on YouTube got 12.7 million views.
The second ad #The Art of Villainy on YouTube got 1.4million views.
The monthly and annual sales figures for the Jaguar F-type in Europe 6

Jaguar F-type

2016

4.541

2015

4.557

2014

4.641

2013

2.750

There is a very obvious increase after February of 2014. It is confirms as an evidence that those advertisement really worked.

Personal Opinion
My personal understanding of this advertisement is that it should belong to a Negotiated position. In my opinion this advertisement can attract your emotion easily. You may be surprised by why the bad guys can be so elegant. But at same time you will also feel skeptical whether it is true or if the advertisement is in exaggeration. So this will encourage you to research for this product and to confirm the information. This advertisement did not show or hint any message to audience to purchase the product. It is purposely done by this way, so that it is “soft sell”. This conveys the meaning of aristocratic proposes and it inherits the British culture. There are two sets of voices in the auditory content. One is the magnetic voice of the narrator and the other one is a simple but suitable background music. Steady and calm voices make it easier for people to trust the narrator’s speech. Moreover, the combination of sound and background music gives us a notion of documentary type media that may make it easier for people to accept content. The audience maybe more attracted to Tom Hiddleston’s face more than the car, especially the young adult and those people who belong to the upper class family. They will affect their parents to recommend this car for a gift. Due to the high unit price items, most of people who belong to upper class usually will not made purchasing decisions by themselves. Parents, spouses, children, colleagues, and others all may affect choices.

Conclusion
      Generally, this campaign of British Villains was really successful. The main body and details of the advertisement really put their purpose in place. And even the Advertising Standards Authority banned the second advertisement. However, the film star’s influence still fascinates a lot of audience to become their customers. In addition, Jaguar makes good explanation of their purpose. During the first advertisement Ben Kingsely mentioned: ‘Have you ever noticed how in Hollywood movies all the villains are played by British? Maybe we just sound right, we are more focused, more precise, we are always on step ahead.’ In the synthesis factor, Jaguar is trying to convey the message that in our life our personality should be more graceful, elegant and confident and always keeping abreast of being like a real aristocrat with Jaguar.

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