The Force: A commercial

http://www.youtube.com/watch?v=R55e-uHQna0

This is a commercial of the 2011 Passat that uses many keywords and aspects of culture to sell a product. It accomplishes this by using humor and through the point of view of a young boy. This young boy is a Star Wars fanatic and has ‘become’ Darth Vader. However, even with the outfit and proper attitude, this young boy cannot find ‘the force’ within him. After trying his power on multiple objects, he finally discovers his powers when he attempts to use them against his father’s car. Little does he know he father is inside and is guilty of making the car react to his ‘powers’. This commercial uses an emotional appeal by showing the innocence of the young boy since he believes the noise and lights that come from the car are from his own doing, not his fathers. It shows his willingness to believe something adults know to be impossible. Culture is important in this commercial because Star Wars is an important part of this commercial, otherwise one would not understand what this young boy is trying to accomplish. Star Wars has had a huge impact on popular culture and as a result this aspect of the commercial is easy to understand. An important sign in this commercial is the music playing throughout, which is the Star Wars theme. This music is important because it make the commercial easier to read, by making the connection between the young boy, the car, and star wars obvious. This commercial is also easy to relate to, since it conveys a typical American family. The position in this commercial that the audience is made to accept is that the new Passat is powerful and important, so that each audience member should go out and buy it. Overall this commercial uses many means to relate the audience to this commercial and to successfully advertise the new car.