This advertisement is a commercial for a car set in Malaysia, specifically designed to appeal to

middle-class and poor individuals. The title of this advertisement is “CHANGE THE BURDEN”.
The title is written in Bold Words and the title has no connection with the TATA NANO car. The
writer is trying to just persuade and create empathy. The purpose of the advertisement is to
persuade this audience to consider buying a car instead of continuing to struggle with
motorcycles. The ad aims to evoke emotions and awareness of potential risks and discomforts
associated with motorcycle use while highlighting the advantages of owning a car. The
advertisement is set in Malaysia. By featuring local settings and scenarios, the ad resonates
more deeply with the audience, creating a sense of familiarity and understanding.

It showcases the challenges faced by individuals in Malaysia due to their reliance on

motorcycles, which is a common mode of transportation in the country. The mood of the
advertisement is both persuasive and sad. By highlighting the struggles of middle-class and poor
individuals who are still using motorcycles, the ad taps into their emotions, making them feel
empathy for those facing difficulties in daily commuting. The image of the crowded and
uncomfortable motorcycle next to the picture of the car in the lower right corner reinforces this
emotional appeal. This contrast encourages the audience to visualize the comfort and
convenience that owning a car can provide, thus evoking a sense of longing and desire for a
better lifestyle. The primary purpose of this advertisement is to encourage the target audience
to buy a car instead of relying on motorcycles.

To achieve this goal, the ad employs persuasive language, aiming to change the audience's
perception of motorcycle use. By making them realize that continuing with motorcycles may
lead to paying fines, the advertisement introduces a fear factor. This fear tactic is strategically
placed to create a sense of urgency, pushing the audience towards considering an alternative
solution – purchasing a car. Furthermore, the ad emphasizes the advantages of owning a car,
such as comfort, convenience, and safety. This positive reinforcement helps in building a strong
case for investing in a car. The emotional appeal, coupled with logical reasoning, makes the
advertisement more persuasive, convincing the audience that owning a car is a practical and
beneficial decision. And the colors used in advertisement are very subtle. The writer used
mostly white for the advertisement.

And the writer made the advertisement very readable and understandable, so everyone can
understand it. And the writer has put the Tata Nano picture very small and sidelined it as well.
This advertisement persuades the target audience to consider buying a car instead of
continuing to struggle with motorcycles. It encourages them to take that leap towards a more
comfortable and secure lifestyle, ensuring they can navigate the roads of Malaysia with
confidence. And in the bottom left corner the writer has written the Tata Motors information
like contact information and their website URL, to use it for bookings.