Commercial Analysis: The Force

1036 Words 5 Pages
Marina Mendes Lemos de Oliveira
Ekaterina Gay / Laura Waiss
June 27, 2017
WA2: Commercial Analysis: The Force
A car is one of the most powerful icons of modern times. It currently is ubiquitous, and a major player in the constant change of customs, lifestyles, and behaviors. In fact, cars have changed the way we perceive time and distances: it has broadened horizons, and made us mobile. On February 2011 during the Super Bowl half-time show broadcasted by Fox TV, the car company Volkswagen presented the new car Passat. Due to its creative and comic publicity campaigns, Volkswagen is recognized not only for manufacturing high quality and innovative cars, but also for making advertisings of great repercussion. The brand has always
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In this way, the audience is reached by the commercial, but they probably will not buy the car since the audience did not bond with the advertised product, but by the advertisement aesthetic. This parody involving a child, a car, and Vader are the elements to make the commercial persuasive and to become viral on the internet. However, it is disappointing that an advertisement does not show anything about the vehicle that you might be interested in buying. It is a funny entertainment commercial indeed, but it is not persuasive and it might not greatly influence a consumer’s decision when buying the new …show more content…
Many positive aspects were essential to the success of “The Force”, such as the use of a famous character, the soundtrack that represents Darth Vader, the costume, a child, a dog, and the image of a happy family. They are all elements that hold the viewer's attention and make them feel comfortable and intimate with the commercial. These emotions seep into the consumer's memory. The ethos is identified in the Volkswagen (VW) logotype. It could be positive or negative, depending on who the viewer is. If the viewer is a Volkswagen admirer, the ethos will be positive because the product will have credibility due to the Volkswagen brand and the model of the car. If the viewer is not a Volkswagen fan, the ethos will be negative because there is no interest on the part of that viewer in the brand and the model. After all, in terms of sales objectives, according to Senberga, “it is believed that the campaign has helped to exceed the original launch target by 22%, but it has also helped to boost sales of other VW car models, resulting in overall 24% increase in the first ten months of 2011” (par. 21). This proves that the Volkswagen campaign has been persuasive since it outperformed all of its

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