This document analyzes and summarizes a Volkswagen car advertisement. It notes that the advertisement uses a sensual voice to describe the car's features in a way that personifies the car. The target audience is identified as middle-class individuals between 30-50 years old. The advertisement effectively follows conventions for car advertisements by focusing on the benefits and scenarios for both family and business use without excessive safety or performance claims. While it fulfills regulatory requirements, the document suggests it could have more clearly identified the Volkswagen brand earlier and included background music.

1. Volkswagen advert
I would say this advert is mainly factual and persuasive they use a slightly sexual voice to get you to
make a purchase they use personification to make the car sound “sexual2” phrases such as “your
boot I’ve never seen such a big one” this can be loosely tied to a form of sexual tension. I would say
this advert is mainly aimed at 30-50 and middle class, as Volkswagen are known for their family
styled cars and the features they describe could be ideal for a family car.
Straight away it gives a clear indication that it’s a car advert, they go about identifying new functions
of the car the voiceover is a futuristic and it’s almost like the voiceover is complementing the car by
using personification to describe each feature of the new car. They talk about all the benefits and
scenarios they go from family seats and spacious boot room, to trying to sell it to a business class
styled customer by talking about Bluetooth and “sealing big executive deals”
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 futuristic. The language that she uses is persuasive / sensual and
informal she does not talk to the listener she almost brings the car to life by using personification.
The second voice is an older man who explains more about the car. Probably the target audience for
the advert itself, he then talks a little bit more about the actual car he also uses key brand
identification. The language used is formal and talks directly at the listener. Both voices used in the
advert follow typical codes and convention for car audio adverts.
During the 30 second advert they only use brand identification once and it’s at the very end of the
advertisement I personally think that they should have had more brand identity throughout the
radio ad. I at first had no idea it was a Volkswagen advert this should have been mentioned at the
start, as to capture the audience and give them a brand they can relate to. They keep the advert
background noise to a complete minimum as so to have the listener focusing solely on what the two
voiceovers say
There are quite strict rules for car adverts on air
“Car prices must include all compulsory charges, e.g. number plates and delivery, and should be
quoted as a single, all-inclusive sum.”
“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.”
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.
They keep within all of these rules as there I actually very little talk of talk of what speeds the car can
do and also what kind of safety standards it meets they take about the on road price.
I think that his is a very good advert; one of the reasons why I like it is the use of futuristic sexual
persuasion I think it gives it a unique edge which I think it is good since the advert is aimed at adults.
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.