Renault Austral transports us to a world full of dreams. What is the song on the Renault Austral advert? How does it influence us?
Renault is a French car manufacturer, founded in 1899, known for innovation and solutions that combine elegance, advanced technology and performance. Renault Austral is an SUV model that aims to be a symbol of the brand’s modernity and innovation. The Austral combines advanced technology with elegant design, focusing on user experience and a modern approach to driving comfort and safety.
Denotative analysis
I have selected five significant frames from this spot for analysis. In the first image, we see a Renault Austral SUV driving through the city, where a shark fin pierces the surface of the street, suggesting the presence of water or an oceanic environment in a surreal urban setting. In the second frame, the car drives down the street, surrounded by large jellyfish floating in the air, creating a futuristic, almost cosmic atmosphere. The third image shows a mother and daughter in an urban setting, dressed in white furry outfits reminiscent of clouds or fog. They look relaxed, which emphasises the calm and contrasts with the dynamic presence of nature in the city.
In the fourth image, a child touches the ground in a distant perspective, symbolising hope, the future and dreams reaching for more. The final frame bears the inscription: ‘On peut tout contrôler, sauf l’imagination‘ (’We can control everything, except our imagination”), which suggests the theme of the ad: freedom, creativity and space for imagination.
Connotative analysis. In search of answer: what is the song on the Renault Austral advert?
The shark fin symbolises danger, dynamism, and strength. Furthermore, the shark, as a symbol, is associated with precision and control. Consequently, its presence in an urban setting suggests that the Renault Austral provides control and safety, even in unpredictable conditions. In contrast, jellyfish in an urban setting add surrealism and elegance. Their delicate and ephemeral nature suggests the lightness of the ride. Additionally, it highlights the Renault Austral’s ability to harmonise with its surroundings. Additionally, the mother and daughter in furry outfits resembling clouds symbolise warmth, protection, and cosiness. This imagery, in turn, refers to the comfort provided by the car’s interior.
The child touching the ground is, indeed, an image full of dreams and aspirations. Furthermore, it symbolises a new generation with the ability to create the future. In addition, this imagery refers to the freedom and liberty offered by the Renault Austral. Moreover, the closing message ‘On peut tout contrôler, sauf l’imagination’ suggests that the Renault Austral is a car that not only allows you to dream but also gives you the freedom of imagination. Importantly, it does so without restricting your creativity and your ability to travel.
The spot uses the song ‘Pure Imagination’ from the film Willy Wonka & the Chocolate Factory (1971), sung by Gene Wilder. The music reinforces the theme of imagination and exploring limitless possibilities, fitting perfectly with the ad’s narrative, which encourages viewers to dream and travel boldly.
Commutation test
The commutation test allows us to examine what changes in the message occur when we swap certain elements for others. For example, replacing a shark with another animal, such as a lion, would change the tone of the message. A shark suggests fluidity and unpredictability, which are better suited to driving in different conditions. Conversely, replacing jellyfish with clouds or fog would remove the fantastical, magical atmosphere that suggests a journey through unusual landscapes. Removing the figure of a child touching the ground would reduce the message of the ad. As a result, it would give the ad a more down-to-earth feel and place less emphasis on dreams and the future.
What is the song on the Renault Austral advert? Myth analysis
Myth is, according to Barthes, a second-order system in which denotative meaning takes on deeper, cultural connotations. In the case of this advertisement, we can distinguish several levels of myths. The myth of nature’s control is the motif of combining the urban landscape with elements of nature, such as a shark or jellyfish. In this narrative, the Renault Austral becomes a means to subdue and control the natural world. This association highlights safety and modern technology.
The myth of freedom of imagination suggests that the Renault Austral is not just a car, but a tool for discovering new worlds. The closing message ‘On peut tout contrôler, sauf l’imagination’ is reminiscent of the myth of freedom to dream. This concept resonates with many audiences who are seeking inspiration. Ultimately, it offers an escape from the everyday. Finally, the myth of modernity and innovation, underlined by science-fiction motifs, creates an image of the car as a technological marvel. The Renault Austral is not just a means of transport; it is also a symbol of advanced technology. This portrayal emphasizes the car’s role in shaping the future.
The song ‘Pure Imagination’ from the film Willy Wonka & the Chocolate Factory (1971), sung by Gene Wilder, fits perfectly with the theme song of the Renault Austral commercial. In the film, the song accompanies a scene in which Willy Wonka leads children into his magical chocolate factory. This is a place where the boundaries of reality are pushed, and everything becomes possible through imagination. Similarly, in the Renault Austral ad, the song ‘Pure Imagination’ underlines the message that this car not only provides a comfortable ride, but also allows you to explore new, almost surreal spaces, combining technology with the unlimited freedom of dreams.