Commercial Photography, Mass Communication : Lamborghini

The media is the one to be blame for all sorts of changes, beliefs and thoughts that happen to be affecting our life every day. It is the way people communicate throughout the world in different media.

As the picture being shown above, a Lamborghini’s car, an Italian automaker company with their latest car called Aventador. Lamborghini begin its time since 1963 with a main objective of producing a grand touring car to compete with other Automobile’s company like Ferrari. It do its best by continue to create a car that could satisfy the audience and still stick to the identity of Lamborghini. Lamborghini itself is the identity of the brand after all. Impressed by the majestic Miura animals, Taurus, the automaker relate the car’s name according to bull breeder and bullfighting which is a famous Spanish sports. This Aventador as well, is a name of a trophy-winning bull in the world of Spanish bullfighting.

Rather than selling just a car, Lamborghini tend to sell the ideas, brands and their concepts and inspirations.  A European luxury, sport and trendy car concept based in Italy manage to communicate with people worldwide. Through mass media, everything seems believable. This happens throughout a long journey and it takes time. We understand the definition of mass communication which delivering information and ideas to the audience through a medium that fulfill its purpose. Hence, in this case Lamborghini tends to specific its target market for upper class middle age man with an interest in automobiles.  Particularly, wealthy man with extra money to spares.

We could see how they create their events and showcase to publish their new cars in a high social class together with other automobile company in the same class and level. Lamborghini tend to appear in entertainment industry with high cost, detailed computer graphics advertisement to fulfill the demand of today’s audiences. It fits into entertainment theory as the function of mass communication. With the extremely strong international brand recognition and brand appeal, Lamborghini manage to being acknowledged as high performance super sports car and highly aspirational luxury acquisitions.

There are a lot of non-verbal message that could be understand easily, not just by its own target audiences but to everyone worldwide. With just a simple high quality photo of the Aventador car itself, it successful delivered a single message to the entire world of a ‘classy’ super car. Adding a background view of a deserted place with nothing but Aventador manage to tell audience that nothing could go so far but the car itself. The power of a super sports car is the non-verbal message that successfully delivered to the audience and it’s impressed everyone.

Conclusion, the understanding of mass communication and its effect towards target audiences are important for a company to analyse their needs throughout the time. Lamborghini design their car with their own beliefs and concept, combine with the newest technology and trends, needs a deep understanding of what they would affects the market through mass communication. Hence, they are truly concern about their products and makes metal and wheels a new way to approach their target audiences.


*Author of this post : Leong Chee Kai