Who doesn’t want to be Darth Vader? In May of 1977. I was merely similar every other seven twelvemonth old in America desiring to be merely like Darth Vader and utilize the force to command all my playthings. During the 2011 Super Bowl. Volkswagen made a commercial that made my dream of 35 old ages come true. In this commercial. a immature male child feigning to be Darth Vader. storms down the hall. trying to utilize “the force” to travel a treadmill without help. After many bootless efforts at commanding everything inside the house. his last effort is a success due in portion to his dad’s new Volkswagen Passat. which has a distant start on his key.
The immature male child runs past his male parent. to the forepart of the auto to utilize the force. He aims his manus toward the auto and to the child’s astonishment the force. has eventually worked. The rhetorical techniques of Son. ethos and poignancy are present and are at that place to carry the intended audience. First of all. the advertisement relies on an entreaty to ground for its footing. This commercial was created to aim an audience that can acknowledge Darth Vader and Volkswagens.
Star Wars mentions are profoundly embedded in our popular civilization and it would be safe to state most Americans are cognizant of phrases that have become portion of the popular vocabulary. for illustration “May the Force be with You” . This commercial entreaty to most people because of the fact that every parent enjoys seeing their kid uses their imaginativeness and creativeness. It besides shows his male parent in the terminal playing along. astonishing his boy. Through the commercial Volkswagen recalls a childly artlessness about the auto doing it suited for a household. Second. Volkswagen brings in an entreaty to credibleness to convert the advertisement’s viewing audiences.
Darth Vader is known throughout the universe as one of the most accepted scoundrels including his ill-famed death-march music. This commercial would non be same if an grownup was used alternatively of a kid to play the portion of Darth Vader. Volkswagen uses the popularity of the ace bowl commercials to convey the fact that they made the same auto with the quality of Volkswagen in an all new design for the 2011 theoretical account twelvemonth. By utilizing both parent in the commercial. Volkswagen established that the Passat is a household auto and convinces the audiences to buy the new auto.
Volkswagen’s concluding entreaty is to emotions to do the consumer want to believe that buying a new Passat can give you the power of the force. In add-on to the imagination of Darth Vader. the music of Star Wars is easy recognized around the universe. The death-march music gives the audience something to retrieve the commercial by over any other commercial shown on that twenty-four hours. In add-on. in the concluding scene when the male parent turns the auto on and the kid thinks he has used the force. this ties the full scene together and leaves a permanent feeling of the commercial with the audience.
The chief point of this commercial is to sell the new Volkswagen Passat. The usage of a kid feigning to be Darth Vader evokes an emotional entreaty to artlessness. As does the usage of the all American household family. a stay at place female parent and a male parent who after a long twenty-four hours still has clip to play with his boy. Besides in the commercial. the minimum usage of duologue and the usage of music convey a simple yet memorable message to its audience. In decision. Volkswagen was able to successfully utilize rhetoric to do a good story and witty ad that appealed to a mass audience and sends a clear message to buy a new auto and you excessively can utilize the force.