Absurdist Performance of the Volkswagen Blue Motion - Essay Example

Absurdist Performance of the Volkswagen Blue Motion If you are interested in a car with incredible performance, then you will want to have a look at the Volkswagen Blue Motion advertisement. Pictures are worth a thousand words and this is very true in this instance. The images are enough to grab the attention of the viewer and enlighten him on the product being. It is an illustration of the “absurdity” of the car’s performance. The purpose of this advert is to portray the Volkswagen Blue motion as a car with strange performance. This unusual performance comes from its ability to use less fuel coupled with minimal detrimental impact on the environment. Every component of this piece plays a role in creating the intended image about the Volkswagen model. The attendant is the most visible element of the advert. The tears flowing from his eye show that he is crying. He is wearing an overall and standing next to a gas station. From this, it is evident that he at work but sad. Next to him is a fuel gauge hanging on a tree. The gauge is indicating that the car is still full tank (Volkswagen Advertising). There is a Volkswagen symbol below the tree with the full fuel tank. This points out that the gauge shown belongs to the Blue Motion car. A car needs more gas when the gauge shows that there is a reduction in the fuel level. Since this is not the case with the one shown, it can be deduced that the Blue motion car does not need more fuel. From the two images, sadness might have been caused by the state of the gas business. The two visual representations demonstrates and supports the meaning being passed that the car does not use a lot of fuel as its consumption is extremely low. It complements the text below it which describes the car as one with superior performance by showing its efficiency in terms of fuel use. Car buyers are keen on this aspect and this may call them into buying into the idea of having the Volkswagen model. The weltering tanker also passes a certain message. As the tanker carrying fuel to the gas station moves, it leaves behind a cloud of smoke. The smoke from the tanker has covered all the trees left behind it with none of them having any green component. This image has been used to support the main idea of the piece. When one compares the trees behind the tanker and that holding the fuel gauge, a clear difference is seen. Below the fuel gauge is a “shell” (Volkswagen Advertising). While the tanker leaves behind a trail of weltering smoke, car whose fuel gauge is shown only leaves a single shell as the product of the combustion. Since the lower part of the tree has the Volkswagen symbol and the slogan, then it represents the car being advertised. It has been used to indicate that the car is environmentally friendly and the combustion products it releases do not have any detrimental impact on the soil and environment in general. At the far end of the picture, there are wind turbines. They have been superimposed with trees which have green leaves and flowers. It adds to the message being portrayed due to the fact that the trees near the turbines are of the same state as the one holding the Volkswagen fuel gauge. It further elucidates that the Volkswagen brand being publicized do not lead to degradation just like the wind turbines. The other element is the depiction of two ants with one carrying a jerrycan of fuel while the other does not. The ant which is carrying the fuel appears to struggling to move. On the other hand, the one without the jerrycan is moving quite easily judging by the distance between the two. The ant carrying the petrol represents other vehicle brands which have to carry extra fuels in the tanks. On the other hand, the ant which is not carrying anything represents Volkswagen. It is relying on its own strength to perform better than the other. It is a direct comparison between the model being publicized and other brands. From the two, it can be deduced that carrying or use extra fuel will not necessary make the car perform better. Despite the effectiveness of the creation in portraying Volkswagen Polo Blue Motion as an environment friendly car with less fuel consumption, there are some aspects which negatively impact on the advert and the message. The creator used poor graphics and a center layout with low quality graphics thus negatively impacting on its overall understanding and perception. Moreover, a lot of symbolism is used in the piece. This ranges from the fuel gauge hanging on a tree to an ant carrying a jerrycan of fuel. To grasp the message, one must be very keen and analyze the picture deeply to unravel the underlying meaning of the components. Some individuals spend very little time looking at a marketing creation. It means that such people may not be able to grasp the message being passed on the absurdist nature and performance of the Volkswagen Blue Motion. However, this piece by DDB Berlin is still effective as intended. The advert has successfully met the needs of the designer. From the various elements in it, the viewer can know the features of the brand being published. The representations complement each other in grabbing the attention of the viewer and the potential buyers. The use of poor graphics, over emphasis on symbolism and center image have had negative impact on it. However, the pros outweigh the cons and it can therefore be concluded that it was an effective creation. All the components play a role in portraying Volkswagen Blue motion as a can which is not only friendly to the environment but also superior in terms of fuel saving as compared to other brands and models. Read More