- Joined
- Aug 24, 2009
- Messages
- 148
It's an excellent analysis Ulalume. As a target market mid-40s bloke with 25 years experience in advertising, it's quite shocking to see the triggers implanted in this (and no, I don't think a lot of people do notice them).
I agree with everything you've said in your interpretation. There's also a disconnect between husband and wife (wife always pictured separately and alone, in a modern, clean almost clinical setting vs the instagram style oversaturated 'fun' environment of husband & boys). It sows the seed that this is something that's 'yours', and as most* men will be the primary decision maker regarding a car purchase it relegates the wife to that of a bit-part player.
As part of the regression theme, the 2 boys are distinctly different (hair, build, clothes, glasses etc.). This allows more viewers to associate themselves (or elements of themselves) with at least one of them.
The camera angle when entering the amusement park is shot from an even younger child's perspective (looking up at big brothers/dad), to invoke being part of the family, belonging. The dominant colours throughout are greens and blues (including the wife's jumper and a lot of the extras in the amusement park / arcade), promoting calm and welcoming feelings (with a hint of VW brand association).
Finally, the song lyric / advert theme of 'what can I do' - a subtle bit of persuasion aimed at saying 'what can I do (to help you forget our emissions scandal)'? OK, that might be pushing it a little but it hit home to me.
PS: It's amazing how easy it is to park right outside the entrance to things!
*Sexism alert - I know...
I agree with everything you've said in your interpretation. There's also a disconnect between husband and wife (wife always pictured separately and alone, in a modern, clean almost clinical setting vs the instagram style oversaturated 'fun' environment of husband & boys). It sows the seed that this is something that's 'yours', and as most* men will be the primary decision maker regarding a car purchase it relegates the wife to that of a bit-part player.
As part of the regression theme, the 2 boys are distinctly different (hair, build, clothes, glasses etc.). This allows more viewers to associate themselves (or elements of themselves) with at least one of them.
The camera angle when entering the amusement park is shot from an even younger child's perspective (looking up at big brothers/dad), to invoke being part of the family, belonging. The dominant colours throughout are greens and blues (including the wife's jumper and a lot of the extras in the amusement park / arcade), promoting calm and welcoming feelings (with a hint of VW brand association).
Finally, the song lyric / advert theme of 'what can I do' - a subtle bit of persuasion aimed at saying 'what can I do (to help you forget our emissions scandal)'? OK, that might be pushing it a little but it hit home to me.
PS: It's amazing how easy it is to park right outside the entrance to things!
*Sexism alert - I know...