Thesis: If you drive a Volkswagen, or if you just ride in a Volkswagen, you will get happy.
Triune Brain:
Neocortex: This brain is used in the end when you are reading the message “Das Auto” and also when you recognize the VW logo.
Limbic: The soothing island music and sounds(water, wind, accents) calm you and trigger thoughts of happy and relaxed island life.
Reptillian: The ring of the elevator bell at the beginning of the commercial breaks the silence and grabs your attention, triggering the reptilian brain.
3 Shifts/Trends:
Personal Shift: You are all viewing this video on a blog on which I have shared it, as well as added my own personal “Media Matrix Analysis”
Aesthetic Shift: The is ad was originally broadcasted on TV, it was then put on the internet to be viewed. It can be seen on multiple platforms including youtube, this blog, on your phone, etc.
Epistemological Shift: The fact that we are able to see this ad as a video or moving picture ad, rather than a newspaper/magazine/text ad is an example of the epistemological shift.
3 Principles
Reality Construction/Trade Offs: We only see the happy driver offering good advice on how to be happy, we never see any time where he needs cheering up. Furthermore, those who don’t drive VWs are only shown in stressful times, never at any moment in their day when they can feel happy or relaxed.
Individual Meaning: This ad appeals to the average male or female worker at a 9 to 5 office job. One could relate to hating the Mondays, or having the vending machine break, or having a stressful workload, or bad staff meetings, etc.
Ownership: Obviously VW is making this, so it makes sense that VW is being promoted in this media
Value Messages: If you value your happiness, and living a good life, you will buy this vehicle.
5 Persuasive Techniques:
1. Simple Solutions: Get this car, Get happy.
2. Humor: This whole commercial has a lighthearted feel. The average white American male sounding like a Rastafarian is comical as is (especially since he is from Minnesota) but furthermore the things he says are humorous “sticky bun come soon.” Also the ending when the boss starts to talk like him it is comical.
3. Bandwagon: The storyline involves two workers evolving from being unhappy employees to happy relaxed people who got to take a ride in a VW car.
4. Nostalgia: The island music in the background triggers nostalgic feelings for maybe a day on the beach, a relaxing vacation from the past, a happier time than your Monday at work.
5. Diversion: The film starts with a full parking lot, yet we never see the struggle of having to find a parking place. The car is a tiny and cramped one, we never see the coworker in the backseat being uncomfortable or struggling to get in and out of the car.
3 SEPRITE themes:
1. In the Carjacked text, Lutz discusses how the average working class male feels obligated to own a car. Whether or not they can make this purchase doesn’t really matter- they would rather be in debt than not own a car. This ad is targeting those people, making them justify that unnecessary purchase by telling them it will make them a happier person and better worker. This may also make the viewer think that if they like work more, they will work more, and thus be able to pay off the car.
2. As discussed in our first text, we learn that our car plays a role in shaping our identity. This car is one intended to happy people, who live a upbeat and motivational life. He is a team leader among his employees, constantly trying to boost morale. This a theme also covered in American Graffiti
3. Like discussed in Carjacked, this is a great example of targeting your audience. The average working class male who doesn’t like his job necessarily and just needs a little something to make life a little better.
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