Reference Group Ad

     There are a lot of ads out in the market today and they all try to reference a particular group in order to appeal to those certain people.  This Hyundai ad focuses on the associative as well as the aspirational reference groups.

      The associative reference group is one that people want to associate with or which they want to belong.  In this ad, there is many people of different "average Joe" jobs such as a group of guys playing basketball, police officers, and what appears to be factory workers on their break.  These people are examples of the average person that this ad says the average person can have this luxury car.  The slogan in the ad is "What if we made luxury available to everyone.  Would it still be called luxury? Or maybe we have made a new word for it.  Oh, here's one, Hyundai."  This is talking about how making this car available to everyone makes everyone happy, in every class. 

     This ad is also referencing the aspirational reference group because it is assumed that all of the "average Joes" want to live luxury.  Because of that statement, advertising this car towards those people who want the luxurious life that others may have is not that hard to obtain.  The average person can have a jump start on their very own luxurious life if they buy this car because it is affordable yet still has all of the accommodations that a very expensive car would have.