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Example research essay topic: Sweet Success Again The Volkswagen Beetle Advertising - 1,065 words

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The Complete Advertising and Marketing Handbook says, The average individual in the United States is exposed to 1500 to 2500 selling messages everyday (Lewis 2). That number of advertisements adds up to more then $ 70 billion dollars earned for newspapers, magazines, television, and radio according to Jean Kilbourne (35), and Automotive marketers are whats behind $ 12. 8 billion in media spending every year (q. in Kilbourne 96). One of the most successful ad campaigns of all times happened to be an automobile advertisement. The campaign was for the original Volkswagen Beetle. Everyone recognized the Volkswagen advertisements of the 1960 s.

Volkswagen ads have won a list of prizes longer than an account executives expense account. According to Huston Horn, They are talked about at cocktail parties, read aloud at the office water cooler, analyzed and dissected in college term papers (q. in Nelson 225). The beetle is back.

So, how are the new Volkswagen advertisements? The new magazine advertisements are relief to the tired eyes of the average magazine onlooker. Most of the ads today are full of clutter, vast amount of colors, and enough print one could mistake the ads for an actual article; the Volkswagen ads have only one sentence, an occasional a small picture of a beetle, and a refreshing solid white background. These advertisements are not simple though; a mastermind has created them. The new ads, as the original ads, deserve to have college term papers written about them. In the November 2000 addition of George magazine, a Volkswagen ad was the centerfold.

The advertisement appears to be two blank white pages at first glance. Once one looks at the advertisement though, one notices a sentence at the bottom right-hand page that says, Just thought wed give you a moment amid the political hoopla to think about those issues that matter to you. That one sentence can bring a smile on anyones face. And we have been bombarded with political advertisements. After all, this is not only the closest election of history -- with the president elect still unknown two days after election day -- it is also the costliest election of history with the dollar sign calculating approximately $ 4 billion dollars according to the Washington Post (Marcus, 1). The advertisement in InStyle magazine slightly differs.

The ad is still a double page spread with a white background; however, this advertisement has a small green beetle in the center of the right page and a sentence centered on the left page that says, Other cars are starting to look funny. The yellow-green color of the bug has a significant effect on the ad. It is not a surprise that the beetle is in a color that symbolizes a resurrection of the just (Brewer) considering the beetle itself was resurrected. More important then the symbol of the color green is the physiological effect of the color green. Green suggests stability, solidity, constancy, persistence, resilience of the will; and, in regard to the sense of self, a feeling of self-worth (Luscher, 161). Does not that describe the ideal car?

Beside the simple double page spread with a white background, both ads have in common the Volkswagen slogan Drivers wanted and the blue Volkswagen symbol in the bottom right-hand corner and their 800 number and web address in the bottom left-hand corner. These similarities are important as well. The Volkswagen symbol is a blue circle with white letters that allow the V and W of Volkswagen to coexist. It is important to know Volkswagen is a German automobile and Germut is a word in German that cannot be translated into any other language (Luscher 159). The word describes the psychological effect of the color blue. The description of the word Germut is the ideal of unity and harmony.

It is the primal maternal attachment, loyalty, trust, love and devotion. Blue is symbolic of timeless eternity and of harmony in historical time, that is, tradition (Luscher 159). With that definition, it is obvious why Volkswagen would pick the color blue to be their symbol. The color describes everything one looks for in friend, family, or lover. Blue was selected to suggest romance. The romantic ads tell us the car will make us feel sexy and safe and loved, that it will give us passion and security in a world that is both humdrum and dangerous, and sometimes that it will substitute for human relationships (Kilbourne 96).

Internet addresses printed on the corner of advertisements are now as common as copyright symbols. The masterminds of Volkswagen however use their internet addresses as a plug for even more advertisements. If one were to visit the web site not only can they buy the car of their choice, but they can also download the commercials for Volkswagen just in case the print ad did not already sell the customer on a Volkswagen automobile. According to the press releases on the Volkswagen web site, the advertisements are working. This past year Volkswagen sales are breaking records with percentage increase in sales per month ranging from 5. 8 % up to 29. 7 %. The Volkswagen campaign is once again a success.

One can question if advertising really works. However, if advertising does not work why is so much money spent each year. According the U. S. census of the world population and the $ 200 billion dollars spent every year on advertising (Kilbourne 33) there is an average of $ 32. 74 spent per year on every person in the world per. With that much money being spent the answer is clear, advertising does effect us -- even if only in our subconscious state is effected Bibliography: Works Cited ADVERTISEMENTS OF THE NEW BEATLE FOUND IN INSTYLE AND GEORGE NOVEMBER, 2000 Kilbourne, Jean.

Deadly Persuasion: Why Women and Girls Must Fight the Addictive Power of Advertising. New York: The Free Press, 1999. Lewis, Her schell Gordon. The Complete Advertising and Marketing Handbook: Your Twenty-First Century Advertising and Marketing manual Is Available Right Now. Chicago: Bonus Books, Inc. , 1998. Luscher, Max.

The 4 -Color Person. New York: Simon & Schuster. 1979. Marcus, Ruth. Costliest Race in U. S. History Nears End.

Washington Post 6 November 2000: A 01. Nelson, Walter Henry. Small Wonder: The Amazing Story of the Volkswagen Beetle. Boston: Bentley Stock, 1970. Symbolism of Colours.

Brewers Dictionary of Phrase and Fable. 1898. Nov. 2000


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Research essay sample on Sweet Success Again The Volkswagen Beetle Advertising

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