Week 1 EOC: VW Lemon

The Lemon Volkswagen ad in the 1960’s forever changed the advertising industry. It changed the way consumers viewed their product and the overall nature of advertising.

Volkswagen had hired Doyle Dane Bernbach to create an ad that will introduce the first beetle Volkswagen to the United States. The beetle had a lot going against it, because in this time, the market was different than it is today and consumers expected more from a car. They wanted space, and a lot of capacity; and the beetle was very small and manufactured in Germany.

Volkswagen was mainly concerned with how Americans would feel about buying Hitler’s favorite car, and since the beetle came out only a decade and a half after World War ll; they decided they needed a strong ad that would persuade its buyers otherwise. The strategy was to make the beetle more appealing to a buyer, using persuasion and simplicity.  Two simple headlines included, “Think Small” and “Lemon”.  The goal was to also give a feel of sensibility and make the consumers believe that the car is the safest out there and the most reliable. There was also less maintenance to be put into the car, since it’s already a solid build.

In the “Lemon” ad towards the bottom, you’ll see a detailed description; which goes on to explain the in depth inspection process each car goes through before it is put on the market for selling. Unlike other auto companies, which suggest you to buy more accessories gaining them more money; the Volkswagen Company is looking out for your best interest, and just wants to sell you a nice car. 

The “Lemon” ad changed the advertising industry for better and for always; proving that simplicity can go just as far as any other detailed prolonged ad. Simplicity works because it has one statement that is made, as opposed to long and draining ads that quickly lose the attention of its readers. The ad also incorporated honesty, and integrity, which was refreshing to consumers and something they hadn’t seen before.



Sources:


http://www.writingfordesigners.com/?p=1731

http://www.greatvwads.com/

http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html?page=all