I assume Kia is attempting to dramatize the introduction of a new model of Soul by using opera. Opera is often viewed as a dramatic art form (rightly so) and Kia is playing on how people view it to their ad. Aside from using the drama of opera to dramatize the introduction of the new model they might also be attempting to add class to a relatively cheap and unclassy car. People inherently see opera as something high class members of society attend and by associating the car with that pre-existing belief Kia subconsciously increases the “class” of the car. The ad definitely upholds the preconceived notions of opera that are held by the public. Opera is seen as uptight, old, “classy”, and dry, and in the first part of the commercial it is apparent that that is what Kia was going for. It is not until the introduction of the car that things change from the boring old opera into a party with loud and intense electronic music, dancing, and lasers. Perhaps Kia is trying to insert some fun into opera unintentionally; I do not think that was their intention though. They are advertising a car, not opera. And, of course, because it’s Kia and they can’t let go of a once successful ad, the hamsters make an appearance; one even being disguised as the conductor. They hold no importance to the add other than trying to make it seem fun or exciting, and they make it not that way. (Office reference?) I do not believe this add is effective and it does not show opera in a good light. They are playing on the contrast between the two halves of the commercial to show that their car is fun, not boring.
mus115: opera 