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The Volkswagen Beetle And Advertising - Online Term Paper

The Volkswagen Beetle And Advertising



Since the Volkswagen Beetle was first introduced in America, during the sixties, it has played a large role in our popular culture. From Herbie the Love Bug to the childhood game of punch buggy, the VW Bug has never been far from the hearts of Americans. This cute, slow, cheaply made car drove it's way into American driveways in the early part of the sixties and has really stuck around. Even though Volkswagen stopped selling the Bug in this country in 1978, people have rebuilt and refurbished the cars so that many of them are still on the road twenty years later. About a year ago Volkswagen announced that there would be a new influx of newer, cuter, faster VW Bugs coming to our ...

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by Doyle Dane Bernbach, and a generally regarded as classics. These ads have been cited by scholars as changing the face of advertising in their approach and orientation (Takaki, 2). The advertisements injected bits of skeptical honesty into their message. This was a refreshing departure from the grandiose car hawking of the sixties. The ads treated viewers as intelligent adults who have a sense of humor and are able to see through the manipulative clutter (Takaki, 2). Some people may even say that the VW ads of the sixties were slick due to their lack of slickness.
The fact that these advertisements were so different from everything else on the market at that time really helped make a name for the VW Bug. Bob Kuperman who worked as an art director on the old VW ads believes that these advertisements were very different from anything people had seen before. "Part of what we accomplished was establishing a much more simple, humane way to talk to people, " Kuperman ...

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around the product as a star. The ads always centered on the actual car as the main graphic and they always had a specific product benefit claim. It was always done in an involving and entertaining way. This type of advertising obviously worked, Volkswagen sold 423,000 Beetles in its peak year (Naughton, 5).
The original Volkswagen Beetle was definitely one of the biggest-selling and most-loved cars in American history and the advertising campaign that sold them is also considered one of our countries finest. Which, of course, puts a lot of pressure on the new VW Beetle campaign to do well. The Volkswagen account is no longer being handled by Doyle Dane Bernbach, it is now in the ...

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PAPER DETAILS
Added: 8/22/2004 02:37:50 PM
Category: Miscellaneous
Type: Premium Paper
Words: 1376
Pages: 6

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