Explain How Has Volkswagen Advertisements Revolutionized The Conventions Of Advertisements In The 1960s
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German car manufacturer Volkswagen had a revolutionary time in the 1960s. Volkswagen had utilized a clever New York advertisement scheme “Think Small”. In 1960s Volkswagen had completely changed the on how automobile makers marketed their products. How Germany was never the same after World War II, similarly the automobile industry was not the same after the Volkswagen advertisement line. Volkswagens advertisement led to a complete market change and longevity of the company’s success. Volkswagen’s “Think Small” campaign was such a success because of its clever, fresh, talked about, and an unconventional paradox of an advertisement campaign.
“Think Small” was successful in the 1960s because it was a very unique campaign that had attracted a lot of people in that time. Advertisement designer Doyle Dane Bernbach of Volkswagen displayed beetle as more than just a car. “Think Small” campaign showed the beetle as a “muscle on wheels, testosterone booster, and fashion statement”. Volkswagen did this by enlisting the help of famous basketball player Wilt Chamberlain, as the company became one of the first companies to endorse their cars from an athlete. The advertisements showed the giant 7’1 stature of Wilt Chamberlain next to the small Beetle, the advertisement was again playing to the paradox that is submerged in the “Think Small” ads. Other car companies were showing smiling actors
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