“The ad featured a black and white photo of the Volkswagen Beetle with the word “Lemon” in bold san serif font… the image follows a statement that proclaims that this particular car was rejected by Inspector Kurt Kroner because of a blemish on the chrome piece of the glove box.” (http://www.writingfordesigners.com/?p=1731) Well personally I had honestly never even seen this advertising before class today. Obviously I have heard of a Volkswagen Beetle before, I mean who hasn’t. So why is the 1961 Volkswagen Beetle advertisement so important? “God bless him, because in so doing he also gave advertising permission to surprise, to defy and to engage the consumer without bludgeoning him about the face and body. Kroner offered up a lemon with approximately the same result of Eve offering the apple. Not only did everything change, but suddenly things were a lot more interesting.”
(http://adage.com/century/campaigns.html) Before Volkswagen’s ‘Lemon’ advertisement the ads were so boring and just facts. When the “Lemon” ad came out with a much more interesting and different manner than the advertisements that came before them, they captivated and changed the world of advertising. No more laying around and just stating facts, now we wanted something to grab our attention. Alright so we know what it meant for the world of advertising, what it looked like, and what came after it. So only one question remains. “How could Volkswagen sell Hitler’s favorite car to the American people only a decade and a half after World War II? This was the question asked of the advertising agency Doyle Dane Bernbach in 1960. In order for them to solve this problem, they would have to find a new way to advertise their products.”(http://www.writingfordesigners.com/?p=1731) I think America is happy with the Volkswagen Beetle despite whose favorite car it was. Passing through such vigorous testing, that just because the glove compartment was slightly damaged spoke very highly of the car.
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