Analysis Between a Positive and a Negative Advertisement in the Context of Communication

About Volkswagen’s advertisements In 1949, William Bernbach, along with colleagues, Ned Doyle and Maxwell Dane, formed Doyle Dane Bernbach (DDB), the Manhattan advertising agency to create Volkswagen ad campaigns of the 1950s and 1960s. Bernbach’s artistic approach to print advertising was innovative, and he understood that advertising didn’t sell products. The strategy was to keep customers by creating and nurturing them as brand ambassadors rather than attempting to attract the attention of those who were uninterested in the product.

Bernbach’s team of “agency creatives” was headed by Bob Gage, who hired Helmut Krone, as an art director in 1954. Krone owned a Volkswagen before the agency pitched for the account. Krone, Bernbach and the first copywriter on the account, Julian Koenig were impressed with the “honesty” of the car. Krone was an intellectual among art directors – seeking ways to layout an ad campaign to stand-in for the product itself.

He took the simple, straightforward layouts of agency Principal David Ogilvy of Ogilvy and Mather and adapted them for Volkswagen. Krone’s repeated use of black and white, largely un retouched photographs for Volkswagen, (as opposed to the embellished illustrations used traditionally by competing agencies), coupled with Bob Gage’s bold work for Ohrbach’s spawned consistently witty and unique print ads that met DDB’s goal of making a stark departure from existing advertisement techniques.

The positive print Advertisement on Volkswagen’s genuine parts The print ad that is given here is very much catchy and symbolic. It has a very good meaning inside that is relevant to the products they are offering. Here, they have tried to make the customer feel that fake parts may fit in their car but it will damage it badly.

So Volkswagen has influenced their customers to use their genuine parts for the betterment of the can experience. The advertising techniques they used here is called “Innuendo” which represents causing the audience to become wary or suspicious of the competition by hinting that negative info may be kept secret. Volkswagen successfully adopted this technique and provided the customers a strong message hidden inside the advertisement.

Negative Advertisement

About Coca-Cola’s Advertisements Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines throughout the world. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke. Coca-Cola’s advertising has significantly affected American culture, and it is frequently credited with inventing the modern image of Santa Claus as an old man in a red-and-white suit. Although the company did start using the red-and-white Santa image in the 1930s, with its winter advertising campaigns illustrated by Haddon Sundblom, the motif was already common.

Coca-Cola was not even the first soft drink company to use the modern image of Santa Claus in its advertising: White Rock Beverages used Santa in advertisements for its ginger ale in 1923, after first using him to sell mineral water in 1915.[83][84] Before Santa Claus, Coca-Cola relied on images of smartly dressed young women to sell its beverages. Coca-Cola’s first such advertisement appeared in 1895, featuring the young Bostonian actress Hilda Clark as its spokeswoman.

Controversial advertisement by Coca-Cola From the ad above we can see that, this is exactly what Coca Cola once did. The ad talks about how one should give their newborn baby Coca Cola to give him/her a better start in life. It even goes into detail about how it’s been proven that babies who start drinking soda will fit in better during their teen years. It also says that Coca Cola promotes a healthy lifestyle, boosts personality and gives the body essential sugars. Although these type of advertisements are not allowed now a days as the adversimenets are now highly regulated but the ad shown above may cause a serious threat to baby health.

References 1949. Volkswagen advertising – Wikipedia, the free encyclopedia. [online] Available at: [Accessed: 2 Sep 2013]. 2013. Coca-Cola – Wikipedia, the free encyclopedia. [online] Available at: [Accessed: 2 Sep 2013]. wikiHow. 2013. How to Identify Persuasive Techniques in Advertising. [online] Available at: [Accessed: 2 Sep 2013].