Deconstructing corporate media's assault on the American workforce 2

The Force: Volkswagen Commercial


1. Whose message is this? Who created or paid for it? Why?
This is a message from volkswagen.

I assume that volkswagen paid for it because they are advertising a new car with its new keyless start option.

2. Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this? This commercial was made for a middle class family.

At first you are focusing in on the child's interest in being Dark Vader off of a popular movie - Star Wars. But you find the focus is really on making the child gain confidence and succeed in feeling that he has mystical powers (as his dad uses the keyless entry to start the car).

3. What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.)

The all new 2012 Passat. Starting at $20,000. We hear the Star Wars music and see the child dressed up as Dark Vader to remind us of the star wars. The child unleashes the force when he discovers the all new 2012 Volkswagen Passat. We see a middle class family owning the car.

4. What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?)

That the car is affordable and that it is the best car for every family. It will make the kids happy and satisfy the parents needs.


5. What kind of lifestyle is presented? How?

Middle class family living in the suburbs of a quite nice neighborhood. The surrounding of out side show you this as the way the mother is dressed she does not appear to be high maintenance.

6. What values are expressed?

Family, Caring about your child, Happiness


7. What tools of persuasion are used? See "The language of persuasion"

The use of a familiar seen and relation to a popular movie.

8. What positive messages are presented? What negative messages are presented?

Positive is the quite solitude of the neighborhood, the quality and cleanness of the home, the mother cooking for the child, and the unity of the family. The most positive image is when the boy appears to have used the force to start the car. The negative images are when the boy fails to use the force on all of the other objects in the house.

9. What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests?

White Middle Class are empowered. Upper Class is disempowered. The price of the car and the affordability of the car is part of the point of this commercial, they don't want it to appear you have to be rich to own the car.

10. What part of the story is not being told? How and where could you get more information about the untold stories?

Maybe why the child is dressed up as Dark Vader in the first place. I am not sure where you could get more information on the untold story.