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Article: Humor is hallmark of VW ads.(Volkswagen AG advertising for Beetle)
- Article from:
- Automotive News
- Article date:
- October 17, 2005
- Author:
CopyrightCOPYRIGHT 2005 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Laura Clark Geist
In 1959, Volkswagen used two words - "Think small'' - to advertise its Beetle.
That simple print ad by Doyle, Dane, Bernbach of New York sent shock waves throughout the bland, cookie-cutter world of 1950s advertising. The impact was startling, ushering in a creative revolution that changed the way everything from cars to toothpaste was marketed.
In the 1950s, full-color ads from Detroit automakers showed big, powerful cars against so-called beauty-shot backgrounds. The advertising copy was long, using words of adulation.
By contrast, VW's "Think small'' ad was black and white. It showed a lonely-looking Beetle ...