Eric McMillan
Ms. Cook
Writing 122
19 November 2013
Vader and Volkswagen Mix
As an avid
football fan, I have watched many football games, one of which, the Super Bowl,
is famous for its halftime commercials. One of the commercials that has always
stood out to me is the commercial for the 2012 Volkswagen Passat. I have never
driven a Volkswagen, nor known anyone to have owned one, but I thought it was a
funny, and somewhat informing commercial. It is a great example of a commercial
with unstated assumptions and many other important traits because not one word
is said throughout the commercial and makes the viewer interpret the importance
of the commercial itself.
A miniature
Darth Vader parades down the hallway, searching for his next victim as his
long, black cape trailing behind him as he marches. First, the family bicycle
machine. He tries to use the “force” on the machine, but with no luck. Next,
mini-Vader finds the old family dog. Vader sneaks in for a surprise attack,
keys the “force”, but once again has no luck. Vader furiously heads throughout
the house trying to test his powers on the washing machine, a baby doll, the
dog once again, his lunchtime sandwich, until he finally spots his most
important target, his father’s new 2012 Volkswagen Passat. Vader approaches the
car and lets loose the “force” as his father, who he sees Vader outside, starts
the car from inside the house. Stumbling back, Vader looks around in disbelief.
This is a great commercial that catches the public’s attention with its sense
of humor and introduces a great feature at a reasonable price.
After
watching this advertisement, I analyzed what I thought would made sense about
it. To me, it seemed as if Volkswagen was trying to incorporate that the
“force” can be in anyone, although it isn’t real, it is easy to feel confident
and powerful when under the controls of the 2012 Passat. Furthermore,
Volkswagen was trying to advertise that the Passat was a good deal by making
the starting price “around $20,000”. Last, it was advertising the uniqueness of
the car by showing off the new feature of a remote ignition that can come in
handy.
In this
commercial, there is not narration at all. The only sound you hear is the theme
music of Darth Vader and the beep of the car starting up as the father keys the
remote. This means that there are plenty of unstated assumptions that can be
made because the commercial is trying to make you think about why Volkswagen
had this commercial air and how it would benefit them. One could be that the
2012 Passat is a very high-tech car due to its remote ignition. Another could
be that the Passat is also a family vehicle since a smaller family owns it.
Last, it can make you feel powerful and confident because it has new features
that will surely impress.
This commercial
was intended to aim for three kinds of viewers. The first are those who are
Star wars fans and understand the reference that is being used for the “force”.
The cute factor of a mini-Darth Vader is sure to melt the hearts of millions
who understand the little boys desire to use the “force”. It is the dream of a
Star Wars fan to be able to use the “force” at home, which the boy could not
achieve without the help of 2012 Passat.
The second audience was for those who were watching the Super Bowl. What better
way to advertise new products than during the Super Bowl? From my perspective,
for the millions of football fans who keep their eyes on the TV screens for the
big ball game, this is a big moment for big brand name advertisers to shine
with new advertising concepts, which has become a kind of spectator sport in
its own way. Especially with a big franchise as Star Wars, what better way to grab the attentions of the views by
using something from pop-culture in a creative way? The third audience was aimed towards
potential car buyer and fans of Volkswagen. In order to grab the attention of
potential car buyers, Volkswagen not only needs to show their new car models,
but also show a price tag that they can catch future Volkswagen owners and a
brief preview of what the new model has to offer .
A big
positive for the 2012 Passat is that this vehicle was the first Volkswagen
vehicle that was assembled in America since 1988. This also helps the potential
sales and trust factor in the vehicle because it was made on our “home soil”.
This Passat is also different than any other Passat in the world because only
Americans can get these Passat’s because in Europe, they are designed slightly
different. According to US News, “Automotive
journalists think the redesigned 2012 Volkswagen Passat is a good choice, as
evidenced by being named the 2012 Motor Trend Car of the Year.”, the website
also gave the 2012 Passat an 8.4 out of a possible ten. This just proves the
2012 Volkswagen Passat is a very reliable and trustworthy vehicle.
The 2012
Volkswagen Passat’s commercial “The Force”, is a great example of how the car
is designed to meet needs in today’s America. The family feel of the car hits
one of the most popular car types in America, which is the mid-sized sedan.
Also, the “high-techness” of the car’s remote ignition is a sure show stopper.
Adding on, the confidence of owning such a nice looking car, inside and out, at
such a reasonable price will surely boost your confidence levels. Last, being
able to say that you own a car that was built on American soil is something
that many Americans pride themselves on and because Volkswagen made a plant to
manufacture their vehicles here in the United States, will surely increase the
sales of the 2012 Passat.
Works Cited
Smith, Sam. "2012 Volkswagen Passat." Car
and Driver. N.p., May 2011. Web. 16 Nov. 2013.
"2012 Volkswagen Passat." Reviews, Pictures
and Prices. US News, 10 Oct. 2013. Web. 16 Nov. 2013.
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