1. Whose message is this? Who created or paid for it? Why?

Hyundai paid for this message so that they will continue to sell Hyundai vehicles during a recession. This message also markets the changes to their Hyundai Assurance plan. 

2. Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this?

The target audience consists of people who might lose their job or who worry about losing their job, and working class or middle class people of driving age. The voiceover states that “if you lose your income we’ll make your payments for up to three months.” The Hyundai Accent car is advertised for $9,970, a price that might appeal to someone who either lives above their means or who can afford that price.

3. What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.)

The first half of this 30 second commercial is a national Hyundai ad. The second half is a New Mexico Hyundai ad that advertises the Accent. We see images of different Hyundai vehicles driving down forest roads passing green landscapes and water, and urban streets as well. Logos, websites, and fine print also appear on the screen. Slow background music plays. The voiceover states, “For a limited time, we expanded our Hyundai Assurance so that if you lose your income we’ll make your payments for three months. And if that’s not enough time to work things out you can return the car with no impact on your credit. We’re all in this together and we think it will be a little easier to get through it with a good set of wheels.” The second voiceover for the New Mexico ad then says, “Right now get a new 35 mile per hour Hyundai Accent for under $10,000, the lowest priced car in America. Only at your New Mexico Hyundai dealers.”

4. What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?)

People should always have a new car, no matter what their economic or job situation is. Hyundai cares and is trying to help out Americans during this recession. Having a new car will help with all your problems such as job loss, debt, supporting yourself, supporting a family, depression, anything really. Buying a new car will make you feel better. There are no risks buying with this Assurance plan. Returning the car will be as simple as dropping it off at the Hyundai dealership if you aren’t able to pay after three months.

5. What kind of lifestyle is presented? Is it glamorized? How?

The lifestyle presented is one that revolves around consumerism, especially buying and owning new things.

6. What values are expressed?

The value of a car is expressed, whereby a car is an extension of who you are and what you are worth. The value of consumerism and patriotism is expressed. Making big purchases in a tough economy is connected to seeing that as Americans “we are all in this together.”

7. What tools of persuasion are used?   See "The language of persuasion"

Association: The new car represents security, success, and wealth.

Bribery: The Hyundai Assurance plan

Explicit claims: The Hyundai Assurance plan

Repetition: New cars driving down nicely paved, scenic roads over and over and over

The Big Lie: Hyundai Assurance isn’t as simple and secure as it is made out to be.

New: The new Hyundai Accent is advertised.

Simple Solution: The recession is scary, but a new car will make it better!

Group dynamics: “We are all in this together.”

Timing: The recession creating a high unemployment rate and low car sales.

8. What positive messages are presented? What negative messages are presented?

Positive message: The idea that “we are all in this together” sends the message that companies are helping people out and people are helping each other.

Negative message: The message that one should spend to feel better. Also, making a big purchase in a recession, especially if one fears they might lose their job, is risky.

9. What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests?

This message empowers people that aren’t impacted by the recession and who have financial security. This message disempowers people that may lose or have lost their job(s), and who are struggling to get by daily. This message serves the media maker’s interests because people who feel insecure (financially and/or emotionally) will be enticed by this commercial and the “deal” being offered.

10. What part of the story is not being told? How and where could you get more information about the untold stories?

According to the U.S. Department of Labor’s Bureau of Labor Statistics, the number of unemployed persons increased by 563,000, bringing the total of unemployed persons to 13.7 million in April 2009, and the unemployment rate rose to 8.9 percent. Over the past 12 months, the number of unemployed persons has risen by 6 million, and the unemployment rate has grown by 3.9 percentage points. (www.bls.gov)

According to Advertising Age, after Hyundai came out with a big push behind Hyundai Assurance, sales rose 5% in January and February 2009, while much of the auto industry suffered declining sales, and more recently bankruptcy. (Advertising Age has been covering this current trend of recession marketing. See www.adage.com)

According to the Hyundai Assurance webpage, you must see a participating dealer for complete coverage details and restrictions apply.