Volkswagen Commercial: The Force
Target Market: This commercial is primarily focused on families with young children. The 2011/2012 VW Passat is a mid-sized sedan. It is comfortable, reliable, and convenient with all its gadgets for a family.
Cultural Themes: “The Force” shows the all-American dream family. From the commercial you get the feeling that the wife stays at home taking care of the kids, and the father is the out at work. He needs a reliable car to get home and make sure when he is with his family, they are safe. The kid has an imagination trying to be Darth Vador. This car is supposed to be great because it can help fulfill your children’s dreams. Basically, watching this viewers associate themselves with this “ideal” family and want that for themselves and hopefully will get that buying this car.
The commercial also speaks to those born in the generation X era. The Darth Vador and Star Wars theme song brings them back to when they were young.
Overall Observations: It is a great way of making a family car commercial appealing. It is interesting and almost “epic” with the Star Wars theme song being played. I personally like the editing and the way the kid tries to use to force on everything.
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