Advertisement Coursework Volkswagen Golf Essay

930 words - 4 pages

Missing Image/Advertisement


This advertisement has been created to promote the Volkswagen Golf Gt to an environmentally friendly audience. It achieves this by using the powerful juxtaposition of a peaceful image contrasting with a dark and violent scene. To further this contrast, the advertiser has placed the car directly in the center. This implies there are two very different personalities to the car. Effectively personifying the car.
Upon further examination of the image, we see varied features. On the dark side, we see a covered moon. This may be used to convey a sense of mystery or possibly to give the impression that the car is a beast. This relates to the classic movie-image of werewolves with the full moon. We interpret this as the car appears peaceful on the day side of the image. Yet, on the night side, it has attracted the violent wildlife. The beast image is further reinforced with the lack of a driver within the vehicle supporting the personification.
This leads onto examining the landscape. We see that it is rocky, which should appeal to a more adventurous audience. This is because the advert is trying to say the car can handle the rough environment. The horror image is again supported due to the dimly lit area. With this, the audience only has the ability to view outlines of the scene. This includes the wolves prowling as if they are preparing to strike the car. To balance this, the car?s headlights are on to get across a feeling of safety to the audience.
Moving on. In direct contrast with the night side, the day side would appeal to the more environmentally friendly audience. Unlike the wolves, the deer and squirrel are not startled by the car. They continue to follow their natural routine, unaffected and unaware of the car. The environment is very green, linking to a healthy environment, which should further attract the environmentally friendly audience. Assumingly, the deer is there as the embodiment of peace in the image. Whereas, the violence is embodied within the wolves.

Verbal Text

The initial text we see is a parallel phrase. ?High performance, low emissions,? suggesting the best of both worlds. This is because of the constant image that we gather from the car industry is that of harming the planet. High performance is not something we relate with low emissions. The words ?high? and ?low? are antonyms reflecting the dual nature of the car.
In the main block of text, the writer initially uses the word ?welcome? to forge a personal relation with the audience. As if to invite you to ?the world of the new look Golf Gt.? This is done to attract you to the advert as friendly and attractive. The text speaks directly to the audience, so they feel...

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