The Volkswagen ad “Lemon” is very well known. But has anyone ever asked why? I have, and today I am going to try my best and answer. The word lemon was used to describe a “crappy” car. During inspection the car was rejected because of a strip on the dashboard. Thus the word lemon came into play. The man who created this ad was pitched by the advertising company, Doyle Dane Bernbach. They used this tactic of making fun of themselves to help sell more cars. They were pitched the idea to do something that other companies were not doing.
“No point in showing you the 1962 Volkswagen” “It looks the same.”
“This ad was not a lemon.”
“The car was a product of war”
The car being produced did not change from year to year like all the other cars being made in America did. This car was produced in Germany and was staying the same. I guess they used the phrase “If it ain’t broke, don’t fix it.” They used this remaining style to their advantage and made their ads even more simple. This time instead of only providing a small picture of the car and one to three words, it was just words. The headline was “No point in showing you the 1962 Volkswagen.” “It looks the same.” This ad was simple and to the point. They used a lot of negative space which was of valuable cost, yet they still produced the ad. Why? Because it was working. They came out with an ad following the infamous “Lemon.” Ad that read “This ad was not a lemon.” It explained how many checks a car goes through before they are able to proceed with production.
“This car was a product of war” This car was being marketed only 15 years after World War 2 during which the Holocaust took place. The ad was created by a Jewish agency for a German product. A product which was created by Hitler.
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