Advertising Review: Volkswagen Park Assist

Volkswagen Germany created a new advertisement for their Park Assist with DDB Tribal Berlin Germany. This feature enables drivers to use sensors to help their car park in tight areas by pressing the pedals. Volkswagen says that its new feature is accurate and effective, as the print tries to convey.

The print advertisement shows three orange goldfish, a porcupine with spikes between them and the small text ‘Precision parking. Park Assist from Volkswagen. The four animals have been arranged diagonally on a white-grey background. In the lower right corner, the text and Volkswagen logo is printed. A link to Volkswagen’s website is found on the top-right side of the ad. The advertising is targeted at anyone older than 16 years old who can drive legally. Volkswagen makes a range of models, including sports cars, everyday vehicles, and executive cars. The ad appeals to all age groups over 16 years old. For someone to purchase a car solely based on the new Park Assist features, they’d probably have to be middle-class or higher. This ad could also be appealing to those who don’t feel confident in parallel parking.

You can’t tell if you look at it for a few seconds that the advertisement is about parallel parking, or anything related to cars. This ad was designed to grab the attention of viewers, so the creator used animals in place of people and car-related items. When you look closely, a text is printed that says ‘Precision parking’. Park Assist Volkswagen” with the logo of the firm. Audiences are able to identify Volkswagen’s advertisement by the logo that appears at the bottom left corner. When the audience is familiar with the main idea, they will be able to relate the analogy about a porcupine parallel-parked between 3 bags of fish in real life. The dull grey-white backdrop symbolizes class and elegance, and allows readers to associate Volkswagen as serious and mature.

This advertisement evokes the feelings, values and associations in the reader. This advertisement uses animals to make people more understanding and sympathetic. This is because the water-bags give the impression of fragility. The quills on the porcupine, which are sharp and spikey, can be interpreted as being a source of destruction. The fishes are brightly colored to catch the reader’s attention, and they can then be used as a symbol of danger or warming. The audience is then prompted to be concerned by the fish parked next to the porcupine. This association makes the reader feel fearful for the fish, since the porcupine and the fragile bags are in contrast. This grabs the attention of the reader by inciting fear. It is possible that the readers will feel more inclined to purchase Park Assist after seeing the graphic representation of the dangers involved in parallel parking. The fact the porcupine was so close to a small fish is a sign that this new feature works well. This makes the reader feel safe and accurate.

The porcupine, as shown above, is much more durable than the fragile bags. Readers may think this car superior to other brands or models, because it is durable. The reader may think that these cars aren’t just durable but precise. Only one object in the print is a Porcupine. It represents Volkswagen. It suggests that the car is more rare than other cars, and therefore superior. Automated parking is another factor that can influence how people view a company. It can be viewed as an advantage, as it allows you to park quickly if you are busy. Or as a lazy way out.

Author

  • codyyoung

    Cody Young is an educational blogger. Cody is currently a student at the University of Utah pursuing a degree in communications. Cody has a passion for writing and sharing knowledge with others.

codyyoung

codyyoung

Cody Young is an educational blogger. Cody is currently a student at the University of Utah pursuing a degree in communications. Cody has a passion for writing and sharing knowledge with others.

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