I believe this commercial is effective in promoting the new
2012 Volkswagen Passat. The creators of this commercial create a Rhetoric
Situation that appeals to viewers. Starting off there is a clear exigence. The
exigence is reason the creators made this video to address a certain problem or
idea. The exigence, reason this commercial was created, is that everybody
should be driving Volkswagens over other car brands. They advertise to assure
that people see their brand as a suitable choice when shopping for a new
vehicle. The audience of this commercial is obviously those currently
in the market for a car or considering buying a new car. Of this broad group,
the commercial specifically appeals to the viewer’s emotions as it shows the
imagination of a child, and the inner child and support of parents. Constraints
of this commercial and sales pitch could be the audiences’ financial situation,
stance on Star Wars, and even family status. Single men might not find the
same appeal in the family dynamic the car is presented with, nor would those who despise Star Wars. Also, as the car is a very new model, those with lower incomes may not be interested in the car or be convinced by this commercial.
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