Perils Of Parallel Parking Ad Analysis

1026 Words5 Pages

Isaac Setford
Alvarenga
ENGL 1301
6 June 2023
Ad Analysis Essay - “The Perils Of Parallel Parking” With advancement in the commercial market, print ads are becoming increasingly effective ways to sell products. The persuasive techniques of pathos, logos, and ethos have been a common starting ground for all companies to create appealing advertising for a cornucopia of products. The ad “The Perils of Parallel Parking” by Volkswagen is used to introduce car consumers to their new “Park Assist” feature. This ad is extremely successful in persuading consumers through the use of animals, assertive text/messaging, and object positioning. The Volkswagen ad uses animals as replacements for vehicles to create pathos with the viewer. The use of goldfish …show more content…

After viewing the main imagery of the ad, simple text in the bottom corner helps explain the picture in simple terms. The two word phrase “Precision Parking”, has more impact as just those two words rather than an elaborate sentence. In an ad where imagery is the main takeaway from the print, a company should “focus on the benefits” of their product contrary to “the features” in order to have the greatest impact with minimal words (Kristina 7). When a viewer sees the simple phrase in the corner it becomes clear what the ad is about without covering the graphic with words. In terms of consumer advertising, the well-known phrase “a picture speaks a thousand words” is more prevalent than ever. In this specific scenario, it is a more visual product too which increases the importance of this phrase. In addition, Volkswagen’s inclusion of the feature followed by their brand under the impact phrase tells the viewer all of the important details in only a few words. Also, the inclusion of the text “Volkswagen” when the company logo is right next to it proves to the reader that Volkswagen created this feature and they are proud of it. Finally, while it seems small, the inclusion of periods at the end of these two short phrases brings what Volkswagen has to say about the feature to a “well remembered” (Kristina 9) full stop. This has a massive impact and concludes that Volkswagen does not need to say more about the feature. All in all, Volkswagen’s use of assertive text creates a logically appealing response to the