An advertisement analysis of the Rolls Royce commercial “Wraith. And The World Stood Still” was conducted to ascertain the advertising strategy used to appeal to the target audience. A description of the consumer profile, brand personality, consumer motivations and perceptions are provided.
Advertisement Analysis Features:
- Target Market Profile: Demographics, Geographics, Psychographics, Behaviouristics
- Motivation Analysis: Maslowe’s Hierarchy of Needs
- Perception Analysis: Sight, Smell, Touch
- Brand Personality: Rolls Royce Wraith – Rugged Sophistication
References
Geller, W. T. (2018, July 8). Wraith – soulless terrifying creatures. Mythology.net. Retrieved February 11, 2023, from https://mythology.net/mythical-creatures/wraith/
Rolls-Royce. (2023, February 10). Authorised Dealer Listing. Retrieved from Rolls-Royce Motorcars: https://www.rolls-roycemotorcars.com/en_GB/dealers/site-map.html
Rolls-Royce Motor Cars. (2013, March 5). Wraith. And the world stood still. Retrieved from https://www.youtube.com/watch?v=SJ82dP5s1cU
S, S. (2021, March 20). The experiential luxury strategy of Rolls Royce. Retrieved from The Strategy Story: https://thestrategystory.com/2021/03/20/rolls-royce-strategy/
Valdes-Dapena, P. (2022, January 25). Rolls-Royce buyers are shockingly young. Retrieved from CNN Business: https://www.cnn.com/2022/01/24/business/rolls-royce-young-buyers/index.html