“The ad featured a black and white photo of the Volkswagen Beetle with the word “Lemon” in bold san serif font… that proclaims that this particular car was rejected … because of a blemish on the chrome piece of the glove box. The ad goes on to describe the rigorous inspection process…” Out of the box is what I describe as off the mannequin. The Volkswagen ad is just that. Simplicity was the cure to the hidden message.
“Every shock absorber is tested (spot checking won't do), every windshield is scanned. VWs have been rejected for surface scratches barely visible to the eye.” Every producer of great products are aware that their consumer is more concerned with the quality of their product than the look at the end of the day. Although the opposite of this automobile may very well be the Cadillac, many of the Cadillac’s consumers also know that this car may be as difficult to maintain as a foreign car. However fashionably over the years, the VW has come to the forefront of many automobiles. To show through an ad that the producers of the VW pay close attention to such minor detail gives great emphasis of the quality of work that must be put into the build of the car mechanically.
“Final inspection is really something! “We pluck the lemons; you get the plums.” This sums up their entire delivery of this advertisement. How many ads have we seen since the VW Lemon ad with very few words and in simple black and white lettering? My all time favorite beverage and ad, “got milk” is just one to mention… pure genius. The phrases dumb it down, and the late Gabrielle Bonheur Chanel, also known as Coco Chanel comes to mind. Ms. Chanel said that before leaving home she would take off one accessory. What an excellent thought to keep in mind before delivery.
http://www.writingfordesigners.com/?p=1731; http://www.powerwriting.com/vw-lemon-ad.html; http://www.powerwriting.com/vw-lemon-ad.html
No comments:
Post a Comment