Volkswagen Lemon

One question that was asked frequently about this car is “how could Volkswagen sell Hitler’s favorite car to the American people only a decade and a half after World War II?”(http://www.writingfordesigners.com/?p=1731). By getting this question asked more they had to find a way to advertise their car in a more positive way. World War II ended a decade and a half ago and their trying to sell Hitler’s favorite car. When they introduced the “Beetle” the ad was near effortless and seemed so simple. In was revolutionary to the industry because it aimed straight towards the consumers. Also this ad was the first to represent the perfect balance of image, copy, and simplicity; after this ad it set a high level for advertisers to do better. Underneath the ad was a powerful tag line “We pluck the lemons; you get the plums” which gave the consumer that they could call their car a lemon. “One ad didn't even bother with pictures. "No point in showing you the 1962 Volkswagen," read the headline. "It still looks the same."( http://auto.howstuffworks.com/1960-1969-volkswagen-beetle4.htm). It also said that the VW lasts longer and requires less maintenance than any other car being produced at the time. “All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level.” That was a quote from William Bernbach, who was the father of the creative revolution in the advertisement industry at the time. This “think small” ad was creative because It got straight to the point. While other cars were getting larger and coming with many accessories the Volkswagen Beetle remained simple and plain. “The VW Beetle is an honest car.  Everything about it had to be honest, transparent and straightforward – the product, the pricing, the dealers and even the advertising.”( http://www.brandstories.net/2012/11/03/vw-beetle-story-lesson-in-brand-persona-development/).