EOC Week1: Volkswagen Lemon

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 “How could Volkswagen sell Hitler’s favorite car to the American people only a decade and a half after World War II?” http://www.writingfordesigners.com/?p=1731 In 1960 this was one of  the major questions that people in the Doyle Dane Bernbach  advertising agency would ask to themselves. People in this agency had to figure out how to advertise something that people did not want to by because Adolf Hitler liked. This agency needed an ad that would revolutionize their idea of the Volkswagen car. So they came up with the idea of calling it the Volkswagen Lemon. They began to create the ad with the picture of the car in black and white. They also added the word Lemon on the bottom of their photo. On the bottom of their photo is where they began to  write about why this car is perfect for the American people. Some of the things that they wrote for their ad was that the Volkswagen Lemon was one of the best cars and did not require as much maintenance as other cars back in the 1960s. This agency also mention that this Volkswagen car lasted longer than other cars out in the public. These comments would help people forget that Hitler liked this car, and instead people would see the good features of the Volkswagen Lemon car. “In an age of blustery pitches glorifying size, power, and prestige, 1960s Volkswagen Beetle advertising was the calm voice for a different set of values. Plus, it made you smile.” http://auto.howstuffworks.com/1960-1969-volkswagen-beetle4.htm Soon enough people began to see the good features of the car and forgot about Hitler ever liking the car. People began to decorate their car with good ideas. Like for example, peace symbols and also flowers. What made the Volkswagen so successful was that the agency new how to connect with the people. “Beetle ads, though, connected with consumers on an emotional level, while conveying a product benefit in a way consumers could relate to. Plus, the ads were breathtakingly simple.” http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html?page=all  The Volkswagen was very smart on hiring the Doyle Dane Bernbach advertising agency to help them create an ad. Volkswagen found out the way to make their car look good for the American people in the 1960.