Value Maps: United States & Germany

I found commercials for two different brands of cars, broadcasted in two different countries. The Mercedes Benz commercial was aired in the US, and the Volkswagen Polo commercial was aired in Germany. For these two brands, I've created a value map for each.  A value map describes how  a particular group of subjects tends to perceive or think about a specific product or brand.

Here are the two commercials I based on value maps off of:

After watching these commercials, I observed that Mercedes uses the safety characteristics a lot in its advertising campaigns. They are known for safety because of their expensive price and hi-tech/top of the line electronics and parts. I think the newest commercial shows the car backing in itself into a parking spot and another commercial shows that it presses the breaks when an object is too close while in reverse. These cars are basically smart cars- they can do almost everything and everything you want. In the US, Mercedes is a luxury car that many cannot afford. It requires brand parts and premium gas, which can cost you a fortune. They are usually connected with the upper class, white consumer because of its price and sophisticated appearance.

While on the other hand, the Volkswagen Polo commercial focuses on the family and relationship aspect that the car provides. It is spacious and fuel efficient so very resourceful for traveling and families. The commercial shows normal day events that the car is apart of such as the pool, playing Frisbee, going shopping, etc. This car provides safe, eco-friendly transportation to consumers while being stylish and dependable.

Both of these ads show similar characteristics that the companies want their customers to recognize. Some of these characteristics are safety, family, and eco- friendly. There is more of an emphasis on safety for the US because there is a high accident rate and many people see this as their number one priority in buying a car. These ads hold similar dimensions from the Hofstede dimensions that impact how the products are advertised.