Ads can be an effective way to reach a specific audience, unfortunately not all of these ads pull this off effectively. Even those who do manage to pull of this task, sometimes end up achieving a hidden agenda. In the 1960’s, Volkswagen, an automotive company, put out several ads in magazines, which many would see as questionable by today’s standard. Specifically, in 1964, they put out one of their most controversial yet. They set out to advertise their brand new car named Beettle. An image of a seemingly crashed car is the focus point of the ad, with the title, “Sooner or later, your wife will drive home one of the best reasons for owning a Volkswagen” (Volkswagen 1964). The following paragraphs go on to sell the car by using sexist stereotypes.
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They start to tie in the consumer by appealing to the wallets of readers by claiming, “VW parts are easy to replace. And cheap.” and go on to demonstrate this by saying. “A fender comes off without mantling half the car. A new one goes on with just ten bolts. For $24.95; plus labor” (Volkswagen 1964). Volkswagen uses this statement to give the audience a sense of comfort to the readers by assuring the ease of exchange with the car parts. In this sentence we see the use of ethos and pathos being effectively used. By giving their audience an actual amount, it shows the credibility of the ad while also gaining their trust. Volkswagen also goes on to say, “Most other VW parts are interchangeable too. Inside and out. Which means your wife isn’t limited to fender smashing. She can jab the hood. Graze the door. Or bump of the bumper” (Volkswagen 1964). Not only does this allow the consumer to view what is exchangeable, Volkswagen also tells us every Volkswagen part is interchangeable with each other, essentially being universal. The details given out by Volkswagen conveys a tone of financial security within the reader’s situation that many will gladly attract to. Regardless of their economic status, Volkswagen uses good marketing techniques by using pathos and ethos to effectively sell …show more content…
For example, Volkswagen uses a humorous tone to ease the reader into effectively evading its products shortcomings. By using a sexism and humor, Volkswagen can make sure their target audience feel superior, when buying a new car. The stereotype of women being bad drivers supports the argument by declaring, “If your wife hits something in a Volkswagen, it doesn’t hurt you very much” (Volkswagen 1964). Because of this, the audience feels secure when buying a Volkswagen for anyone in the family. With each part of the car being interchangeable with other Volkswagens, it makes the car much more attractive to those with a limited budget as well. Regardless of how cheaply made the metal is, the price to change a broken part is too good to pass up. Although this is not the only time Volkswagen has done this. In 1962, Volkswagen released an advertisement similar to the one from 1964. This advertisement was titled , “Do you have the right kind of wife for it?” (Volkswagen 1962). Several paragraphs follow the same format as the one releases years later. Using sexism and humor as the hook to bring their audience has effectively appealed to the readers in the
They start to tie in the consumer by appealing to the wallets of readers by claiming, “VW parts are easy to replace. And cheap.” and go on to demonstrate this by saying. “A fender comes off without mantling half the car. A new one goes on with just ten bolts. For $24.95; plus labor” (Volkswagen 1964). Volkswagen uses this statement to give the audience a sense of comfort to the readers by assuring the ease of exchange with the car parts. In this sentence we see the use of ethos and pathos being effectively used. By giving their audience an actual amount, it shows the credibility of the ad while also gaining their trust. Volkswagen also goes on to say, “Most other VW parts are interchangeable too. Inside and out. Which means your wife isn’t limited to fender smashing. She can jab the hood. Graze the door. Or bump of the bumper” (Volkswagen 1964). Not only does this allow the consumer to view what is exchangeable, Volkswagen also tells us every Volkswagen part is interchangeable with each other, essentially being universal. The details given out by Volkswagen conveys a tone of financial security within the reader’s situation that many will gladly attract to. Regardless of their economic status, Volkswagen uses good marketing techniques by using pathos and ethos to effectively sell …show more content…
For example, Volkswagen uses a humorous tone to ease the reader into effectively evading its products shortcomings. By using a sexism and humor, Volkswagen can make sure their target audience feel superior, when buying a new car. The stereotype of women being bad drivers supports the argument by declaring, “If your wife hits something in a Volkswagen, it doesn’t hurt you very much” (Volkswagen 1964). Because of this, the audience feels secure when buying a Volkswagen for anyone in the family. With each part of the car being interchangeable with other Volkswagens, it makes the car much more attractive to those with a limited budget as well. Regardless of how cheaply made the metal is, the price to change a broken part is too good to pass up. Although this is not the only time Volkswagen has done this. In 1962, Volkswagen released an advertisement similar to the one from 1964. This advertisement was titled , “Do you have the right kind of wife for it?” (Volkswagen 1962). Several paragraphs follow the same format as the one releases years later. Using sexism and humor as the hook to bring their audience has effectively appealed to the readers in the