The Vauxhall Zafira advertisement is promoting a family car. According to its site, "The Vauxhall Zafira is the original, compact, seven-seater family car that shows what can be achieved with clever thinking. Dynamic driving experience, interior comfort and seven-seater flexibility with sharp styling, cool interior finishes and impressive safety features."
I am going to introduce this advert from demographic, geographic and psychographic aspects.
From demographic aspect, since this advert is selling a seven-seater family car, its target audience are probably adult around 30-45, since at this age range, people are mostly get married, and probably have children. Besides, the target are always the male (the father), which is stereotyped as the driver inside a family. Therefore, I don't think this car will be suitable for people who are single or young couple without children. Moreover, I think the people who get appealed by this advert are mainly from the middle class, since considering this brand, the main selling point is not about its trendy modern appearance, therefore as I guess, it will not be too expensive. However, it is a well-known average rate brand, so it will not be too cheap as well. Therefore, I think the middle class can afford it.
From geographic aspect, this advertisement is using English, therefore it target should probably focus in western countries ' people like Britain. Beside, one of the selling point of the advert is safety, so it is suitable to use in different places for different weather and climate.
From psychographic aspect, the audience may think after buying this car they may get more time stay with their family and having more relax and enjoyable lifestyle in their spare time. They may go picnic in weekend with their families, and bringing food, bicycle etc.(The car has large capacity). With this car, they can getting more time staying together and getting out more convenient.
To analyse this advertisement by Maslow's hierarchy of needs:
Physiological:
Safety:
It also fulfilled the needs of safety of passengers and drivers. The anti-lock braking system (ABS),
Twin, front airbags, Front seat, side-impact airbags will secure and keep the safety of them.
Love/ Belonging
The biggest selling point of the Vauxhall Zafira car is its seven seat and its capacity. As I mentioned, it encourages families having more gathering conveniently in their spare time. They can communicate more and having relaxing holiday together and sharing happiness and sorrels. They will care about each other more.
Esteem:
"Driving experience, interior comfort and seven-seater flexibility with sharp styling, cool interior finishes and impressive safety features." these description increase the self-esteem of the owner, they will feel proud.
