Faisal Alotaibi
Faisal Alotaibi
Communication Across Cultures
Professor Gay
Feb. 13th, 2015
The Force: Volkswagen
Link of the ad: https://www.youtube.com/watch?v=R55e-uHQna
Who created this message? The Force is a TV Ad to promote VW’s Passat. It was created by advertisement agency that is called “Donny Duetcsh” or simply known as “Duestch”.
What creative techniques are used to attract my attention? They used the famous and iconic John William’s music score “The Imperial March” in the popular franchise of Star Wars movies, the Star Wars movies are popular between American families and there’s certain kind of attachment to them. The kid Max is wearing regalia of the famous villain in the Star Wars movies “Darth Vader” who’s known by his mysterious power of moving things by his mind. They used the kid Max as a kind of nostalgic tool or as away to brings us back to a nice memory that became a milestone in the American culture. The makers of the ad are romanticizing this nice memory through the innocence and ‘cuteness’ of this kid to awe viewers and perhaps send a message that Volkwagen’s cars despite being German but they are still as American as Star Wars or that they are from “The Future” or different galaxy like “Star Wars”, therefore special in some way. Most of the shots are from a low point of view (angles) which is the kid’s perspective, they imitate some shots from the Star Wars movies like when the kid walks in a hallway and the camera follows him from the front and back, so there’s some re-creating of these iconic cinematic moments to easily put us in a Star Wars mood. I think this ad was part of a Star Wars series of ads, that’s a technique to keep people guessing and waiting for another episode.
How might different people understand this message differently from me? I think the message of this ad is clear and concentrated but some people may view it as targeting only middle class white people or what media often stereotype as the typical American family. Some may
Communication Across Cultures
Professor Gay
Feb. 13th, 2015
The Force: Volkswagen
Link of the ad: https://www.youtube.com/watch?v=R55e-uHQna
Who created this message? The Force is a TV Ad to promote VW’s Passat. It was created by advertisement agency that is called “Donny Duetcsh” or simply known as “Duestch”.
What creative techniques are used to attract my attention? They used the famous and iconic John William’s music score “The Imperial March” in the popular franchise of Star Wars movies, the Star Wars movies are popular between American families and there’s certain kind of attachment to them. The kid Max is wearing regalia of the famous villain in the Star Wars movies “Darth Vader” who’s known by his mysterious power of moving things by his mind. They used the kid Max as a kind of nostalgic tool or as away to brings us back to a nice memory that became a milestone in the American culture. The makers of the ad are romanticizing this nice memory through the innocence and ‘cuteness’ of this kid to awe viewers and perhaps send a message that Volkwagen’s cars despite being German but they are still as American as Star Wars or that they are from “The Future” or different galaxy like “Star Wars”, therefore special in some way. Most of the shots are from a low point of view (angles) which is the kid’s perspective, they imitate some shots from the Star Wars movies like when the kid walks in a hallway and the camera follows him from the front and back, so there’s some re-creating of these iconic cinematic moments to easily put us in a Star Wars mood. I think this ad was part of a Star Wars series of ads, that’s a technique to keep people guessing and waiting for another episode.
How might different people understand this message differently from me? I think the message of this ad is clear and concentrated but some people may view it as targeting only middle class white people or what media often stereotype as the typical American family. Some may