Media: Print
Ad Title: Unintroducing the Volkswagen Bus. Soon at no dealerships near you.
Headline:
It first catches attention with the word "unintroducing" as it is unique and it also sparks curiosity. Then it points out that the product will not be available anywhere which gives the ad a sarcastic tone that might make people wonder, "What is the point of this at all?" which will lead them to pay more attention to the overall ad.
Introductory Paragraph:
It lures readers into reading the rest of the ad with its second sentence. The use of an unconventional word changes the tone of the entire paragraph which makes the ad seem like it is talking bad about its own product which will make the readers more curious. Then it will make the readers want to tune in more to what the rest of the ad has to say.
Voice:
It starts out as sarcastic and soon shifts to a more melancholic tone. It is very unique as it chooses to make it seem like it is mocking its product but then it shifts to show appreciation for a classic antique. It even points out the products' faults compared to modern, newer cars. Even if the product is old and outdated, the ad acknowledges the fact that the product was once an iconic symbol to the people of that era. The way it flows into the call-to-action is seamless as well.
By:
Lim Jia Xin (Jelica)
0325831
I do really attracted by this ad at first sight. Unlike the general introductory ads of automotive, it shows like the "show time" of the van is ended so it's heading to the back as saying goodbye to the audiences.
ReplyDeleteBesides that, this blog post explained well and clear about every element included in this ads, especially the voice part. The director of this ad uses white-grayish color to indicate the tone that applied in this ad. Melancholic tone yet showing appreciation are just look fine and expressed well with this color tone. In addition, Volkswagen even points out their product's faults and compare to modern automobile. It just trying to show that it was once the symbolic icon of the previous era and wanted it to be a common memory between the audiences and Volkswagen. Volkswagen really played well in branding themselves.
By Ng Zhee Jing
0326957
I had never came across with such a ad before, but I do agree on the suspense that they trying to show and it does grab consumers attraction. The fact that they state there would not be any 'important facilities' such as airbags, ABS and touch screen radio. The image has shown is not that clear as well. It was quit blend in a way that nothing catches my attentation before reading the content. Other than that, it actually takes consumers time to do research or call the center to ask about their car. Overall, it has been a wonderful ad by far.
ReplyDeleteRenerajs D/O Selvarajoo @ rajoo
0327807
Volkswagen did it once again, the usage of uniquely unconventional copy and the simplicity of the poster always intrigues me. Just like the rest of their ads they always manages to gel in the authenticity of the vehicle and its brand with the modern and ever changing society.
ReplyDeleteI agree with how the headline incorporates with sarcasm to draw in curiosity from the audience. To me, I'll find it odd on what's their purpose of advertising their product when the product won't even be seen or sold at any dealership. The headline has an interesting way of playing with the irony of the words and its connotation. In this ad, its stated that this is the same Volkswagen that haven't change since the day the brand was introduced thus they are trying to connect back with those who once knew the old Volkswagen, informing them that despite all the new products and changes of the brand; they still remember those who supported them since the very beginning of their business. It creates strong relationship between the brand and the old consumers by bringing back the memories they had with Volkswagen, reliving their younger years.
Triston Lee
0328441