Changing advertising, Volkswagen took a humorous approach to their advertisement. “The ad featured a black and white photo of the Volkswagen Beetle with the word “Lemon” in bold san serif font... that proclaims that this particular car was rejected… because of a blemish on the chrome piece of the glove box. The ad goes on to describe the rigorous inspection process…” http://www.writingfordesigners.com/?p=1731
“The large copy printed at the bottom of the ad says “LEMON”… The ad agency successfully caught the viewer’s attention by using self-effacing humor. With any luck, these ads drew you into the joke, and you would read the rest of the copy looking for the punch line.” This ad made viewers question that car in the ad. The ad made people interested in that car. As the viewer looked deeper into it, they found out that each car was inspected to highest level and some cars wouldn’t pass for something as small as a scratch on the windshield.
“Selling the Volkswagen Beetle to America was always going to be tough. New York agency Doyle, Dane, Bernbach took on the job, and changed advertising forever in the process.” Looking at the ad in a different direction changed to the way to advertising, instead of just trying to sell the product, they told you about it and why you should buy it.
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