Volkswagen Case

One of the most talked about and distinguished advertisement is the Volkswagen: the Force commercial which was aired during the 2011 Super Bowl in the United States. This commercial uses a range of persuasive techniques to influence and persuade their viewers to purchase their product which is the Volkswagen Passat car.

A predominant persuasive technique used in this advertisement is the "plain folks" technique. This technique implies that common or ordinary people use the product which makes the audience feel that they are able to relate to the product making it seem more relevant to the viewers' lives. The advertisement stereotypically depicts the desirable image of what is perceived by many to be the ideal family. With the caring wife, working husband, spotless home, nice car and lovable child this fits the image of the perfect family. This is what most people desire and aspires to be like. Included in the image of an ideal family is the product being advertised, the Volkswagen Passat car. Therefore by including the product in this idealistic picture, it convinces the viewers that to have a perfect family and lifestyle they need a Volkswagen Passat. This is a particularly important yet subtle message that the commercial was trying to convey.

With the young child playing make believe with his imaginary super powers while dressed up as the world's well known villain also employs to the "plain folks" technique, similar to what normal young children would do. The commercial connects to the idea of making the young child's dream of using super powers possible with the use of the product. Inductive reasoning is another form of persuasion used in this commercial. It displays the family making the young child happy is possible and they would not have been able to do that without the product. The commercial creates the feel that the audience needs to have this particular type of car to please their child. In this situation the car has made the family happy therefore, by inductive reasoning every family can be made happy with this product.

Pathos from Aristotle's rhetorical triangle is another persuasive technique exhibited in this advertisement. The car shown in the commercial is new and shiny and appeals to people's desires. It makes the viewers want to have this product which is a form of vanity. This car is included in the picture of a stereotypically perfect family and lifestyle, the family have a nice home and most of all have they have a gorgeous car. This what people want: the perfect picture of a perfect family and lifestyle? The product is craftily incorporated into this idealistic picture.

Different techniques of media are commonly exposed in the advertisement. Lighting is another effective use in the advertisement. The lighting is bright and helps improve the atmosphere of the commercial. To make it more of a happy atmosphere, the lighting is therefore bright and