The Force: Volkswagen Commercial

2012 Passat Volkswagen



I choose this commercial because when I first watched the video it made me laugh and I remebered when my friends would do "the force" to me.

This advertisement is about the new 2012 Passat Volkswagen. As you can see from the video above, it's about a boy who plays as Darth Vader. Almost all things are resistant to "the force". However the 2012 Passat can be influenced, or so the boy thought. The dad was actually the one who used the remote to make it seem like the boy had actaully used "the force".

The persuasion techniques they used here are:

• Humor- because of how the kid was pretending to be Darth Vader
• Family- there was a mom and a dad. The mom even made sandwich for the boy.
• Fun- because everyone was having fun, especialy the kid.
• Nature- the 2012 Passat was outside in the driveway, and you can see all the trees around it.

I think the most dominant persuasion techinique they used for this commercial is humor. The whole time I was watching this commercial I was slightly laughing about how the kid was trying so hard to use "the force" and when he finnaly did, he just looked so happy.

In conclusion to that, I think the maker(s) of this commercial have done a great job, but it didn't really made me think a certain way about the product they were adversting. It was just a fun commercial to watch and everytime I hear about the 2012 Passat I would automatically remember Darth Vader and Star Wars.