Post 1
Bill Bernbach
Source: http://designshack.net/articles/graphics/the-greatest-print-campaigns-of-all-time-volkswagen-think-small/
Media: Internet
Media: Internet
Ad Title (Headline): Think small
Headline: Yes is interesting, the word is
simple that caught people’s attention and curious about it and makes them to
read the body copy.
Body copy: Yes is interesting, it is short
and talks about the advantages of owning a small car that relates to the
headline and the visual.
Slogan: The slogan “think small” it’s
interesting, simple and short that is easy to remember.
Visuals: It’s interesting because it is
creative that filled with white space with a small Beetle car.
Ad strategy: Bill Bernbach’s copywriting
approach do not promote the brand of the car, it focused on providing as much
information about owning a small car to the customers. It does not persuade the
customers to purchase the car. The strategy of the ad is the headline that
talks about the advantages of using the small Beetle car compare to a big car.
The simplicity of the headline and the visual that relates together to show the
benefits of the car to the customers. It is because most of the car ads they
advertise more on the luxury and status of the car as a selling point, but this
ad they provide more information about the car rather than persuading customers
to purchase the car.
By : Chin Yuli
Sign off by : Chin Yuli 0318573
I agree with Yuli that this particular ad indeed manage to grab reader's attention. However, I think it is also due to it's unusual-ness. The approach used for this ad is very bold and clever. It's boldness not only from the visual, but also it's body copy which features both the pros and cons of the car, very honest!
ReplyDeleteThe visual element wasn't clearly elaborated by Yuli therefore I would like to add on that I think the visual is not only interesting. Besides that, the small image of the car can help readers to relate it to the "product" which is the VW Beetle. Like the bug beetle which is also small.
Like what Yuli mentioned, this ad uses the strategy of promoting the benefits by comparing with another car. However, I think the strategy used is that they "confuse" the readers making them think that they're insulting the product , making them wanting to know more about this ad.
Signing off: Koyin Lau 0308565
Editor: Koyin Lau 0308565