The Volkswagen bug, my not seem like much, but it’s because
of this car that advertising is what it is today. William Bernbach was the
brains behind the famous lemon ad. At the time Americans were skeptical about a
German made car. However the lemon ad played on the cars strengths. The ad was
a black and white picture of the Volkswagen bug with a bold faced caption that described
the car as a “lemon”. This was bazaar for the dealer to call their own car a lemon;
however this intrigued the reader to continue reading the ad. This entailed
that the car had a small scratch on the glove box, telling the readers that Volkswagen
would sell nothing less then perfect.
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