“The take-away was obvious. If this was Volkswagen's idea of a lemon, the Beetle must be a well-built car.” Volkswagen proclaimed that since the chrome piece on the inside of car was blemished that it was a lemon, meaning the car was useless. The Doyle Dane Bernbach ad agency was the first to use some kind of tact in order to persuade the public to purchase the product. The Volkswagen was the exact opposite of what Americans were out to buy; the war had just ended so thousands of men were back and were ready to make families. These families were looking for big automobiles which is the exactly what the Volkswagen is not. To make things worse the car is manufactured in Germany and was brought into existence by Adolf Hitler. But the way that they went about doing the ad would win them brand loyalty with the people of that time and ultimately won over the hearts of Americans for decades and decades to come.
“Before the advertising campaign for Volkswagen Beetle, ads were either information-based and lacking in persuasiveness, more fantasy than reality, or relied on the medium's ability to deliver a repeated exposure. Being breathtakingly simple, Beetle ads, connected with consumers on an emotional level, also conveyed a product benefit in a way consumers could relate to.”
The relay of this message was so impactful on American society that it revolutionized the way we as consumers were relayed messages by advertising companies. This was known as the creative revolution in the advertising industry. Companies began to create stories around their products and brands, causing the public to have an emotional connection with the company.
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