Volkswagon Advertisement "Lemon"
There were plenty of successful ads in the 1960’s but only one
that stands out forever. The “Lemon” ad,
created by Doyle Dane Bernbach in 1959, changed advertising forever. In the 20th century “Ad Age” ranked it the best advertising
campaign.
What
made this ad so positive was it grabbed the attention of readers and made them
want to read more; it persuaded the reader into believing it was a good
car. Ads during this time were all
information based, more fantasy then reality, and just lacking persuasion. Usually titles of an article give away what
it is about so why read the article.
This approach just had one word, making the reader curios and anxious to
find out what is was about. With the ad
being so simple and to the point who wouldn’t want to read it? I know when I flip through a magazine or
newspaper and see an ad that’s just a paragraph as appose to one that’s a whole
page, I prefer to read the one that’s a paragraph especially if I have no
interest or connection to the product.
Besides the fact that is was simple it as well connected with the reader
on an emotional level and sent a message that they could relate to. If you think about it that ad states that the
chrome strip on the glove compartment was blemished and had to be replaced. The message is clear; If this was their idea
of a lemon then the Beetle must be a well-made car.
This
approach to advertising was so impactful that it wasn’t to long after other ad
agencies began to mock this approach. As bizjournals.com states, “It became a
movement that industry professionals now refer to as the creative
revolution.” Now in todays society this
approach still exists and they have websites dedicated to Volkswagens cars called
“Lemon Free”.
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