Based on our group works, we have decided to review the commercial in few different categories. This essay is the results of our research and review.

The main purpose of this advertisement is to show the durability and the toughness of Continental tire. Based on this advertisement, the sign that the director used is a horse to show the strength of the product which is tires. The sign that has been used can be categorized as icons, because an icons is a sign that are close to what they refer to. In this advertisement, director used horse to symbolize the agility, strength and speed. The horse also shows that, it can used in many situations and challenges. Apart from that, the symbol have a double meaning which bring into a connotative signs. It makes a audience to think deep relationship between a horse and tire. In this advertisement show that the horse can be ride through all obstacle and challenges so do the tire.

Actually, the message of this ad is the strength and the durability of continental tires brand itself. However, in this ad director had replaced the horse as a symbol/sign of the brand tire itself in this ad. In this ad shows the horses running in different weather and different types of surfaces such as roads, forest, across river and others. What the director wanted to show is continental tires is best used in different weather, variety of surfaces and the tires itself prove durability. The horse also was used to show the sign of passion which is the same thing as the passion and desire for automotives.

There are three types of codes available in an advertisement which is social codes, textual codes and interpretive codes. Firstly, the social codes available in the Continental Tires advertisement are the black stallion which is galloping every kind of situation. The horse clearly represents speed, strength and beauty which is what Continental Tires are providing the customers. Besides that, there is also the girl who is riding the horse. The girl represents the trust that she is giving to the horse for having the courage to riding it, same goes for the users/ drivers who are using the tires. The change of weather and obstacles closely represents the fact that the horse is able to challenge any kinds of situation showing how the tires manufactured by Continental Tires is able to do so. In this advertisement there is no textual code. This is maybe due to the fact that they want to focus more at showing the viewers what the tires is capable of. And lastly, the examples for the interpretive codes is the strong bond that exist between the girl and the stallion which shows the drivers that uses this tires can trust the product without doubting their performance. Besides that, the scene which shows how the horse was able to confront any kind of situation proudly without failing clearly represents how the tires produce by the company is strong and is able to mimic the horse.

The advertisement has many intended messages, the messages in this advertisement promises the viewers that they will have a good quality tyre. The black stallion represents the “Continental” brand. The stallion is chosen because it represents durability and luxury. In the beginning of the advertisement, the director shows a girl taming the stallion, this show that this tyre can be used with any car, not only luxury cars. In the middle part of the advertisement, the black stallion goes through many obstacle, this shows that the tyre can be used anywhere even in desserts. At the ending of the advertisement, the black stallion walks beside the car, this is showing that the car has the same durability with the stallion. When the viewers views this advertisement, I am sure that they will be interested in using this brand.

There are many distinguished similarities between the two videos that we chose. One of the similarities is how they indirectly portray a certain message. For example, in the Continental advertisement, they used a stallion to represent the significant features of the Continental tires. The stallion symbolizes agility, strength and speed. The ride on a stallion is not in its destination but the experience that one goes through based on trust, confidence and challenges. Just like in the previous video where they showed how the grandma was secretly driving recklessly through the roads without care but still managed to keep the car in good shape, that showed that the car is built tough enough to last a life time. The second similarity is that they both are reaching out to viewers with a story but at the same time making sure that they know the subject that they are trying to promote, which are the tires and the car. Therefore viewers will right away guess what the whole advertisement is all about.

There are not much contrast between this ad and previous ad (Volkswagen- Old Lady). But we can see the different on the symbol that they use. The symbol of this ad was a horse with a girl, and Volkswagen was an old lady. Next, the way this ad gives trust to the audience and showing the performance about their product. Continental used horse to symbolize the confidence, safe, and perfect control. From the ad, the girl rides the horse on long journey with different type of surfaces and she stills balanced on it. It means that, Continental tire will always stable no matter how long you drives on various type of surface. Volkswagen has slightly different from continental ads. Volkswagen ad presents an old lady to do the extreme stunts on the car. But then, when the guy check the condition of the car, he tell his friends that the car still in good condition. So that is how they show the quality of their product by using icon, symbols and sign.

The Continental Tire commercial has certainly been a successful commercial. The message was clearly given to the audience in unique ways, the mood and feel of the advertisement is exceptional as well as the excellent video works.