This is the essay for the Semiotic Analysis
After some discussions and work distributions in the group, we have made our observations and researches on the Volkswagen advertisement. Based on the theories given and our own point of views, we analyze the commercial in many different ways and methods, this essay basically is the product compilation of our group works.
The Volkswagen advertisement is created for those who interested to buy a vehicle or interested in automotive fields. This is one of inspiration for them to choose or buy the best vehicle which is durable and not easily damaged. This advertisement shows not only young person can drive Volkswagen; Volkswagen is a universal car that anyone can drive. It is also suitable for those how live in city or town.
This ad shows the vehicle from Volkswagen are durable and not easily damaged. This is shows from the way an old lady drive one of the cars produced by Volkswagen. While her driving was severe but her car was still in very good condition. Volkswagen may begin recognized as early as May 1937 in Germany. This is shows this brand was proven-quality and durable because Volkswagen is still strong in the automotive industry in the world.
The message that the advertisement was trying to put forward was seemingly easy to catch. Codes are not simply 'conventions' of communication but rather procedural systems of related conventions which operate in certain domains. Codes organize signs into meaningful systems which correlate signifiers and signifieds. So in this case, we can see that by just a simple show, we can understand the simple fundamentals of the text. However, people coming from rural backgrounds might not receive the same transmission as they might not be able to relate to what the advertisement is all about.
It is important to know the basics of that certain product from an advertisement. For example, in this advertisement, we can see that they are trying to tell the audience that the car is super durable and it won’t fail on you whatever you do. This can be said as a hidden message which will need the audience to read between the lines. However, it does not at all make it hard for the audience to right away understand the story and meaning of the advertisement. Having done this, it will allow the audience to feel attached to the advertisement giving them the memory of it and therefore being a very successful advertisement because that is what it is all about. Creating a memory inside the audience’s head.
In reality, an old people will always have a good condition car because they rarely use it. Volkswagen applied that reality into this TV commercial to related the society around us. But then, they twisted our perception with the flashback of the old lady used her car extremely. That was a symbol that the car still in good condition not just because old lady rarely use, but it has been used in making many stunt. Volkswagen twisted the reality into something interesting to show how good their car is.
In the context of dominant cultural, mostly they want to have new item with famous brand. For an example, if they want to have a watch, they will buy a new ROLEX watch. So, there are several values from this ad that reflect to this kind of culture. Buying a second hand item is not something useless. Based on this ad, the Volkswagen Golf is still in good condition and no damage at all. Maybe some of audience thinks that the old people tend to use their cars rarely, but the ad show the flash back on how the old lady use that car before. It is reflect that the Volkswagen car very reliability.
From our observations, alternate reading is the way how advertiser convey their messages through advertisement. So in this advertisement called 'Buy A Car from Old Grandma' advertiser use video commercial as a medium to convey the message. In this video commercial the alternate reading is the video or the visual. Advertiser use the non-verbal advertisement to tell audience that 'niet elk oud vrouwtje is even betrouwbaar' means not every old woman can be reliable. From that words advertiser tell the audience by make the visual of a young man bought his car from an old woman. In the visual show the flashback of the history of the car with the old woman, such as the old woman race, drift and burnout. Yet, at the end of the advertisement, the young man agreed to buy the old woman car, because its in good condition. Another message is after race, drift and burnout the car still in good condition.
This advertisement is really extensively outside the intended audience because it really differ from any non verbal car advertisement. Basically any car advertisement will show the strong of the car by showing how the car can perform or that make the car stands out. But in this advertisement it make a story of a life span of a car, that conclude the strong of the car. Even though the car have gone through many obstacles, the car still look good. That make the one big message from the little message which is from a story of an old woman to the life span of the car.
From the commercial, we can say that age is what influenced them to create this commercial and they have proved the audience that age is not a factor. The company is trying to show the audience that even though you are young or old, you can still own this vehicle. From this commercial, an old lady was selling her car to an unknown buyer with his son. Before they agreed to buy the car, they were checking the car to see its condition. Everything was good even though the old lady drove that car like a maniac, or you could say “fully utilizing the car”. This proves that this car has a very good quality.
For the future generations, when they see this commercial, they will know that this vehicle is worth buying for its sturdiness and mobility. They will come to realize that the Volkswagen Company produces very quality vehicles just because of how meaningful the commercial is. This company will give a huge impact for the next 10-20 years, the audience will still see this commercial as a good commercial and the meaning of this commercial will not change easily.
The influence of this text towards reality and humanity is that age is not a factor in owning this vehicle. In this commercial an old lady is reminiscing her memory while the buyer was checking the condition of the car. The buyer is buying this vehicle for his son which is in his early 20's. This shows that the vehicle itself suits for any range of ages because of how happy the son is after buying the car aside the fact that the previous owner is an old lady. Another thing that can influence humanity is how the vehicle is. This is shown when the old lady is reminiscing her time with the car.
So, from this commercial, we can conclude that the director of this commercial, Bart Timmer has made a good job in directing this project. He successfully created a meaningful yet convincing commercial that not only can influence the viewers but convince them as well that Volkswagen create vehicles that fulfill the needs of the society. Besides from giving meaningful contexts, this commercial also entertains the viewer. We can be sure that the audience who views this commercial will not be disappointed. We should give a thumbs up to the director and all the crews in making this commercial a success.
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