Tuesday, 6 December 2011

Volkswagen Beetle Advert 2011


This advert was first shown at the US Super Bowl- an American football tournament that is broadcast throughout America and many other parts of the world. The advert is for Volkswagen, a German car company, however, there are still many elements of America that are present in the advert.

Interestingly, the car itself is not actually shown, but the instantly recognisable silhouette of the car is shown, as well as the beetle being used to show that it is actually the Volkswagen Beetle they are advertising. The fact that the car is not actually shown is quite surprising, but could be aiming to ensure that people go home and research about the car and find out more about it.

The song in the background, 'Black Betty- Ram Jam', is very well known in America which makes the advert easily to relate for the viewers- it is also very catchy and may stick in peoples heads for a while, meaning they remember the song and instantly relate the car to it when they hear it, this means that people may be more likely to research what the car looks like and more about it after seeing the advertisement. Its upbeat tempo and rhythm pairs up perfectly with the nature of the advert, which is effectively a race between the standard beetles and the Volkswagen Beetle- obviously, the VW comes out on top, which coincides with the American ideology of striving to be the best. The fact that the car is shown to be fast is probably used to try and change what the American people usually look for in a car, as traditionally, American people like cars with large engines, ie. Muscle cars. Volkswagen therefore cleverly promote their car to the American culture by using elements of their culture to persuade the American audience that their car is superior to others on the market.

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