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Shaba 1Meron Shaba Professor Ingrid ENGL-124 19 June 2021 Marketing and Consumer Behavior One television commercial that got huge attention was by Volkswagen, and it was titled “the force.” It remains to be one of the most-watched commercials owing to its clever premise and unconventional execution. That is evidence of how marketers use advertisement to shape consumer behavior. As a result, the marketing efforts will result in increased sales of a product or service. By using advertisements to appeal to the consumers’ logic, emotions, and ethics, marketers can influence purchasing decisions. The Commercial and Product. The VW advertisement features a boy trying to use the power of the force to control things with his mind. He tries to control the treadmill, the washing machine, and the dog, but it does not seem to work. Finally, he sees his dad arrive home in his Volkswagen Pass-at, and the boy runs to see if the force would work on the car. To his amazement, the engine of the car starts after he uses the force. The last scene shows the father pressing the start engine button on the wireless remote, revealing the actuality of what happened. In the commercial, the product being advertised is a car made by Volkswagen. It was touted to be powerful and have low gas mileage. The More Factor Marketers often aim to appeal to the aspect of more in their advertisements. According to the text, “Frontier; opportunity; more. This has been the American trinity from the very Shaba 2start.” (Shames 78). It indicates that Americans are aspirational and want more out of life. Given that this notion is deeply embedded in the American psyche, marketers will use it to make advertisements. They will strive to show how a particular product can offer more to a person. That will change consumer behavior since the audience will perceive buying the product to be a good decision since they are getting more. That is evident from Volkswagen’s “the force” commercial. The advertisement is used to convey the low gas mileage and power of the car. Such benefits imply that the client is getting more by making this purchase. The advertisement also demonstrates the illusion of the car buying process. Notably, the force does not work on the treadmill, the washing machine, and the dog, which are representations of other car brands. Therefore, the client will only get more by buy purchasing Volkswagen’s car. Marketing and Happiness. Additionally, marketers seek to convince people they will be happier if they purchase a particular product. That is achieved by using appeal to emotions. The commercial starts by creating an emotional connection to the message by using a boy in a Darth Vader costume. When the boy unsuccessfully tries to use the force with different things around the house, the audience feels bad for him. That happens until the boy’s father arrives in his Volkswagen Pas sat, and the boy rushes to try and the force on the car. The attempt is successful as the car engine start. In that instance, the audience is happy for the boy. The commercial indicates that the audience will also be happy when using the car. Turning a Desire into a Need. Moreover, marketers can turn a desire into a need through advertising. That is achieved by convincing the audience that the product being promoted will create a difference in their lives. Shaba 3Many commercials will persuade the audience that what they currently own does not meet their needs. Therefore, they require a product that will satisfy their needs in a better manner. In the case of the Volkswagen commercial, the boy tries to use the force on the treadmill, the washing machine, and the dog, but he is unsuccessful. That symbolizes the current options that the consumer is using and their inefficiencies. In the end, he is successful in using the force on the Volkswagen Passat. Such symbolism indicates that the audience requires the car, given that what they own is not sufficient. Creating Desire Marketers also seek to create a desire for the products they sell. According to the text, “advertising does not work in a vacuum; it plays on deeply held cultural values and desires to stimulate consumption.” (Solomon 1). Therefore, to create a desire for a product, marketers will appeal to the deeply held values. Marketers will use signs and symbols from a particular culture to convince the audience to buy a product. In Volkswagen’s commercial, the marketers intentionally put the boy in a Darth Vader costume. That is because Star Wars is a huge part of American culture. Therefore, the audience will likely reminisce about childhood memories of dressing up as different Star Wars characters. That will create the desire to buy the Volkswagen Passat. Conclusion. In summary, marketers use commercials to influence customer behavior and convince them to buy products and services. They will appeal to the aspiration nature of the audience and the tendency to want more. Additionally, marketers will utilize commercials to persuade the consumer that a particular desire is a need. That is achieved by showing how a product is better Shaba 4than what they currently own. In other cases, marketers will use deeply held cultural values among the consumers to sell a product. Works Cited Shames, Laurence. “The More Factor.” Signs of life in the USA: Readings on popular culture for writers, 10th ed., Macmillan, 2021, pp. 76-82. Solomon, James F. The Signs of Our Time: The Secret Meanings of Everyday Life. 2nd ed., Perennial Library, 200

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