The super bowl
provides an outlet for many companies to promote their products to a large
audience across the nation. Millions gather with their family and friends not
only to watch the intense football but also the hilarious advertisements. During
the 2012 game Volkswagen premiered a commercial, The Force. Volkswagen uses a famous character and music to appeal
to their audience’s cultural memory in their 2012 advertisement.
Darth Vader, an
extremely notable character from the movie Star Wars, is featured to create a
relatable situation in this advertisement. A young boy dressed in a complete
Dart Vader costume is pictured running around the house attempting to use his
powers. While he tries unsuccessfully with the dog, his sister’s baby doll, and
the washing machine, his father’s Volkswagen allows him to use “the force”. This
seen depicts a common event in a household with young kids, where the children
attempt to discover magic. By using this in the advertisement Volkswagen
highlights a feature of their car, the ability to start from the press of a
button, and appeals to the audience’s cultural memory. The adorable young Darth
Vader is funny and relatable grabbing the audience’s attention during the super
bowl.
The famous Star
Wars music in the background of the commercial works primarily to grab the
distracted audience’s attention. On a crazy day like the super bowl it is
important to appeal to many of the watcher’s senses to hook them in for a
minute long advertisement. This Volkswagen commercial has no speaking it but
plays the music throughout the entire thing. It is a tune that is catchy and
immediately recognizable so the audience will want to know the context for
hearing it. The song will be in the audience’s head long after the commercial is
shown and will continue reminding them about the car.
By appealing to
the audience’s cultural memory through Star Wars messages, Volkswagen captures
attention and promotes their car. The relatable situation with a funny kid and
catchy music makes this an overall successful advertisement.
https://www.youtube.com/watch?v=R55e-uHQna0
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