The Bark Side: 2012 Volkswagen Game Day Commercial Teaser can be discussed as a bad example of the advertisement which is broadcasted with the help of such social medium as the video-sharing website YouTube. The advertisement was presented for the first time on January 18, 2012 (The bark side: 2012 Volkswagen Game Day commercial teaser 2012).
The main task of this commercial teaser was to draw the public’s attention to the further full version of the advertisement associated with Super Bowl and 2012 Volkswagen Game Day. Thus, the target audience of the commercial teaser was the persons interested in the Super Bowl and in products connected with Volkswagen brand.
The effectiveness of the commercial teaser can be analysed with references to AIDA model (Clow & Baack 2002). The first factor is attention. To attract the audience, it is necessary to grab its attention with definite details, unique design, or ideas. The commercial teaser attracts the audience’s attention because of associations with the last year Volkswagen campaign based on the usage of Star Wars’ theme.
The next step is to stimulate the audience’s interest in the product or service with providing more information about the product’s benefits. However, the public has no opportunities to develop the interest based on the information about the advantages of the promoted thing because of the lack of the necessary material in the commercial teaser.
Moreover, the audience’s interest is not supported with the help of teaser because there is no information about the brand in the beginning of the advertisement. The idea of featuring 12 dogs barking the Imperial March which is associated with Star Wars and the first campaigns of Volkswagen is not effective for stimulating the audience’s desire to see Super Bowl or pay attention to Volkswagen brand.
Thus, the target audience of the commercial teaser becomes too limited and there are no guarantees that public’s interest will result in action as the most significant factor of AIDA model (Dahlen, Lange, & Smith 2009; Egan 2007).
The Dog Strikes Back: 2012 Volkswagen Game Day Commercial is the full version of the advertisement the main message of which is to promote Super Bowl and 2012 Volkswagen Beetle. This commercial was presented on YouTube on January 30, 2012 as the continuation of the teaser presented earlier (The dog strikes back: 2012 Volkswagen Game Day commercial 2012). The target audience of the advertisement is the public interested in Super Bowl and Volkswagen brand’s products.
The Dog Strikes Back: 2012 Volkswagen Game Day Commercial can be discussed as a good example of the advertisement in relation to AIDA model. Thus, the advertisement attracts the audience’s attention demonstrating the dog which tries to get into shape under the impact of observing 2012 Volkswagen Beetle. The developed plot helps to grab the audience’s attention and fix it on the advertisement (Young 2010).
The interest to the advertisement is evoked with references to the unexpected changing of the plot with references to Star Wars’ theme. Moreover, people have the opportunity to concentrate on the presentation of Volkswagen Beetle’s benefits. The audience’s desire to satisfy their interest in Super Bowl and Volkswagen Game Day is stimulated with the help of presenting the commercial’s theme “Back.
And better than ever” (The dog strikes back: 2012 Volkswagen Game Day commercial 2012). It is also possible to speak about the connection between the consumers’ desire to examine the Beetle according to the features accentuated in the advertisement and their further action in relation to the product.
Reference List
Clow, KE & Baack, D 2002, Integrated advertising, promotion, and marketing communications, Prentice Hall, USA.
Dahlen, M, Lange, F, & Smith, T 2009, Marketing communications: a brand narrative approach, Wiley, USA.
Egan, J 2007, Marketing communications, Thomson Learning, USA.
The bark side: 2012 Volkswagen Game Day commercial teaser 2012. Web.
The dog strikes back: 2012 Volkswagen Game Day commercial 2012. Web.
Young, A 2010, Brand media strategy: integrated communications planning in the digital era, Palgrave Macmillan, USA.