In this advert, the car is in low lighting which shows off the sleek, modern look of the car. The fact that the doors are shown to be open emphasizes the modernness of the car as the doors open differently than normal cars which shows connotations of the company, Mercedes, focusing on the future generation of cars and how they want to look forward to improving their cars for the benefit of the customers. The front shot of the car also highlights its polished outlook which captivates customers to buy the car.The composition of the advert is very basic and the colours used in the setting are very simple but this simpleness centers all the attention on the car. This may connote that Mercedes don't need any gimmicks to attract customers and their statement "people only look at an advertisement for 2.6 seconds" supports their confidence in attracting customers within those 2.6 seconds. The website given below the statement is smaller but is positioned under the statement so the important information can be clearly seen. The dominant reading (Stuart Hall) of the poster is modernness, boldness, refined and the future whereas the oppositional reading is that the car is aimed for the younger generation and is very complicated to function. Mercedes wants to show off their futuristic cars but want to show that the car can be for anyone, not a certain age range.
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