I really enjoyed last week's assignment for rhetorical analyzing
an advertisement. I recently saw this advertisement commercial for the
new Volkswagen Tiguan and I immediately felt compelled to blog
about it for this week. Volkswagen has recently
been releasing advertisements with reoccurring themes with regards to safety in
their vehicles. This advertisement does
the same.
The Ad shows a sophisticated upper middle class women going to the
grocery store in a tuner sports car that is probably not street legal. My first reactions to this commercial were “What
the hell is going on here?” (I’m sorry
but I do not think you will ever see a woman presented as such ever driving
that type of car.) Well it turns out
this woman, is a mother who gets home around the same time as her does with her boyfriend.
This particular advertisement appeals mostly to logos and pathos. At the end of the clip, the boyfriend asks
the daughter, “Why do always have to take your mom’s car?” and then they present
the new Tiguan, which a top IIHS Saftey pick.
It appeals to logos because it suggests the sensibility of the viewer to
see when compared with the illegal street car this must be safe. The car that is presented is black. This is done intentionally to appeal to
pathos. Black represents authority,
strength and stability. It adds to the
claim that when people see this advertisement they will see this as a safe
vehicle that can be driven. Through the
color of the car and the morals of the mother, the advertisement is effective
in emphasizing the safety of the vehicle. Maybe the song by Chamillionaire, “Ridin”
also has an effective role throughout the clip because it is played while the
mother is in possession of her daughter’s boyfriend’s car.
I thought the juxtaposition of the middle aged mother driving the modified import was very clever. VW seems to have some of the most creative commercials on the market. Hardly ever do you see a domestic car company have commercials that are humorous. This type of advertising fills a unique gap in the market and distinctively identifies the VW brand.
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DeleteI must say that I agree with you, the way that the ad put the people in that type of situation made the ad extremely appealing. The use of the setting definitely emphasized the safety of the car. I really like this ad in general and all of the different tactics it used to attract the viewer.
ReplyDeleteI think the middle aged mother was appealing to an older audiance while the modern song that was playing appealed to the younger audiance; this way VW was able to catch a broad audiance for their new car. I also do agree that the black car makes it seem like VW is THE SAFEST car out of all of them.
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