(Basically a transcript of the video)
Symbolism is a powerful coding tool used in media to convey messages. Many times it is easy to identify the meaning behind a given symbol ,other times these work under the surface of the text. I’ve found a great example to help us explore both blatant and subversive symbolism in the commercial currently showcasing the 2011 Honda Odyssey.
Or advertisement starts with a generic white male walking through a parking lot. In one arm he has a bag of groceries containing what appears to be junk food such as a knockoff version of Apple Jacks. In his other hand her grasps a gallon of whole milk. This setup makes the hero of the ad easily relatable, unless of course you’re a ultra stud like myself. By painting a borad picture of the average joe, our advertiser hopes to align the audience with the figure depicted.
Something had caught his eye, therefore if you have aligned yourself as the average person Honda is targeting, you too should be awestruck by what you’re about to see… and it’s a minivan. But at least it is accompanied by fire, explosions, a moist tarmac, and it can transform into a panther. In case you didn’t know this Panthers are dangerous, which runs in juxposions to the safety features most minivan commercials want to focus around.
At this point our average joe spills his milk, and if you watch careful his keys go along with it. This says that he’s ready to ditch his lame ride.
Honda has now snuck in some features without explicitly saying what they are through voice over. We’ve seen the power sliding door and with the lifgate up we see a Marshall amp stack in the cargo bay. This is intended to show both the size of the storage capacity as well as rekindle youthful memories or reckless abandon. The extra wide video screen displays two faux- glam metal music videos, while the Nav screen indicates that the viewer is litterally on path to redemption. See, that’s redemption Road, and you’re on it.
Lastly it’s worth mentioning that the song played once the van jumps on the scene is The Hellion by the heavy metal band Judas Priest. Of all metal songs that coudl be used to appeal to a non traditional minivan buyer, why would Honda choose this one? Well, maybe the Rock you Like a Hurricane carried heavy royalties, buuut what if it was to install a subliminal message? The band’s lead vocalist Rob Halford is openly gay. Since homosexuals can’t reproduce through natural means, and our average joe appears to be VERY single, Honda is reinforcing the role of the 2011 Odyssey as a van for the non-family man.
The curious lack of children, a mom, seating configurations, and safety features in this ad make it a bold non-traditional statement. So now that you’ve had some time to think about it, does the 2011 Honda Odyssey beckon like no van before, if any van before has beckoned?
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