messaging

https://www.youtube.com/embed/b1FbiKJ7lb0

This advertisement is giving me: 
power
sport mode,
exhilarating
confidence
The ability to go ahead with speed and sound. 
The independence when driving an expensive car. 
Comfort- Of interior designs.
When watching this advertisement, it makes you experience the thrill of this vehicle. Makes you feel good while driving one.
It may impact your ego boost if you had your hands on one of these.
Anyone can afford the Audi RS3; it comes with time and money.
One car can create the delight of luxury.

Simon: so, from what you say, the ad is selling 'experience' - namely, the prospect (thought, anticipation, desire) of having such an experience. This is interesting in that, while such experience its related to the functionality of the thing/car, it's not a primary function i.e. it's not about being transported from A to B (safely, comfortably etc.).

I also find it interesting the way that the ad intercuts shots of the car with the (wild and rugged) environment and the driver also shown working-out i.e. the ad is presumably, seeking to associate/transfer/grant attributes from both these things to the Audi RS3 product. In the case of the latter - this seems to be about the idea of 'testing' i.e. physically challenging yourself through working out - becoming attributed to the driver challenging/testing the capabilities of the car - giving it a 'workout'. And presumably, the end shot of the driver driving around the coastline (the environment) is about the driver 'succeeding' in their quest to 'challenge/test' (themselves and metaphorically, the environment) i.e. that the driver (through their ownership of the car) is able to become 'successful' ('self-actualise') - in either 'becoming one with' the environment of alternatively, somehow 'taming' the environment.
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