Nissan Leaf

I chose the Nissan Leaf commercial because it shows that the electric car is making a great impact on the world. The commercial portrays the idea of global warming through the use of a polar bear leaving the artic to find the owner of the Nissan Leaf to thank him. The polar bear leaves the artic because the ice is melting due to changes on the earth. He finds himself in the city searching for water, passing by a semi-truck on a road, and wandering through suburban areas. These images show that nature is diminishing slowly but surely and Nissan is taking a stance by making an electric car to help the environment.

Nissan is targeting a wide audience, but namely drivers. Americans want to go green, and the commercial gets the attention of those people because the car is electric. People who love animals are drawn into the commercial through the use of the polar bear and then find out the commercial is for the car. The commercial also gives off a middle class feeling because the man is wearing a suit leaving his suburban home to go to work in a green form. Nissan also reaches out to new teen drivers. Teens are the new generation of drivers and should become aware of the ecosystem and try to be as green as possible to save the earth for the future. Nissan sent many messages and targeted a wide range of demographics on the commercial. As Nissan said “it’s an innovation for all” not just one specific group of people. Nissan also used many different settings to show how far the polar bear was willing to travel. The music also sets the tone of the bear going on an adventure seeking to thank the man.

I believe this commercial is dominant-hegemonic because Nissan uses the bear to show the image the earth needs a change and the car will help make that belief happen. That is why the polar bear hugs the man who owns the Leaf. The bear is thanking and shows his friendship toward the man. The man is doing well for the environment and that is the idea that Nissan wants to show.