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1. Volkswagen Advert
The next advert that I shall be examining will be the Volkswagen advert this is style of radio is a mix
between humorous and facture which is a rather simple concept. The idea of the advert is to use the
satnav as being a real woman and that she is complementing the car in a seductive way. They have
done this because you will get a free Satnav when you buy a Volkswagen this is used to be funny
because the satnav is using the normal robotic voice that a satnav usually has. I like the fact that
they have used it like this because it is a more adult humour that is used at adults ,but if there is a
child in the room when the advert is playing the would not necessarily understand it so they will not
harm them . I have checked the RACC website to check there rules on seduction and it says that it is
perfectly fine so long as the advert is not aimed at minors which this is not or on a radio show aimed
at minors. We know that this one is not because it is aimed at people who can drive and can afford a
Volkswagen. It is also factual because they during the part where the satnav is talking she says things
that are meant to complement the car as thought it was a person but it also tells the listeners about
the car which I think is very good .
The overall message of the advert is to attempt to sell the Volkswagen to people who are listening to
the radio. This advert will be aimed at problem mainly men aged between 30- 40 who would be
middle class and up so the social class would be C , B but could be higher or lower . Also people who
are old enough to buy a Volkswagen so most young people won’t be able to afford It.
In the advert with two different voices are speaking the first one is a woman who sounds like the
voice of a satnav which sounds very robotic. The language that she uses is comedy and informal she
does not talk to the listener she talks to the car I like this because It adds some humour to something
that is usually not used to be funny. The second voice is an older man who explains more about the
car this is the part that gets series about the car and gives off all the information that Is needed. I
think he is used because he is the type of person that will problem want to buy the car so if they
have someone there are selling the car they might want to buy it. The language that the man uses is
very formal and talks directly at the listener. There was no slogan in the advert I think they did that
so they could spend the time talking about the car.
During the 30 second advert they only said the company name once at the very end of the
advertisement I personal thin that they should have had the company name at the begin as well to
explain the listeners that they are listening to a Volkswagen advert and to allow the user multiple
chances to catch the company name .They have also put the contact details of the Volkswagen
website at the end so the listens can go on the website to find out some more information about the
car and more of their other cars. This is both a good and a bad idea, It is good because it allows the
listener to get some more information though it is a bad idea because a lot of people will be listening
while driving and will not be able to write down the contact information .Throughout the whole of
advert there was no music playing in the background this has probably been done so the listener
dose not lose focused on the car by adding music behind the speaking. I think there should have
been some music so then there would be no dead air between sentences. This will allow the listened
to take in all the information that the advert is saying
This advertisement filled in the requirement that must be followed which is done by the RACC . their
rules on car salesmen state

2. “Car prices must include all compulsory charges, e.g. number plates and delivery, and should be
quoted as a single, all-inclusive sum.”
“An 'on-the-road' price must include the cost of delivery, number plates and at least six months'
road fund licence.”
“Advertisements which include fuel consumption claims must be expressed in the form “up to X
miles per litre” and be satisfactorily substantiated.”
“All claims relating to the relative safety of cars must be capable of substantiation and be based on
Euro NCAP standards which may need to be referred to in the advertisement. Safety claims should
not exaggerate the benefit to consumers.”
“Credit deals on cars for business users are not subject to the Consumer Credit (Advertisements)
Regulations 2010.”
I believe that this advertisement has fulfilled all of requirements that are needed in order to pass the
RACC test for it to go onto air this should mean there will be no trouble with the advert going on air.
The purpose of this advert I think has been fulfilled which is to inform to the audience about their
new car and to inform the detail about it which will lead to people wanting to buy to car. Which I
think has worked because they tell enough about the car and in a good way that may make people
want to at least look into buying the car.
I think that his is a very good advert; one of the reasons why I like it is the use of more adult comedy
which I think it is good since the advert is aimed at adults. I also like how even though they are using
comedy they still do well at explaining the car which is not usually done in some advert because they
get too carried away trying to make comedy. Although I like the advert there are parts in which I
dislike for example I do not like the fact that there is no music in the background this makes it so
there is a bit of dead air.