The 1964 Volkswagen television advertisement “Snow Plow” uses rhetorical persuasion including ethos, pathos, and logos, to convince the audience that their Beetle is a reliable and resourceful automobile that drives well in snow. The one minute black and white commercial begins when a man enters a garage on a dark and snowy morning, gets into a VW Beetle and begins driving down treacherous and snowy roads. When he gets to his destination, the narrator asks the audience “have you ever wondered how the man who drives a snowplow, drives to the snowplow? This man drives a Volkswagen, so you can stop wondering” (“Snow Plow”).
The ad first appeals to the viewers pathos, by activating their imaginations and emotions. The viewer can imagine a snowy day where it is both difficult and dangerous to drive, and this elicits emotions of fear and a desire for safety and reliability. Every driver is worried about being left stranded on the side of the road, particularly in dangerous weather conditions. The advertisement attempts to persuade the viewer to buy a Volkswagen because it will allow then to drive safely in snowy and dangerous conditions.
Furthermore, “Snow Plow” appeals to ethos, by establishing credibility and trust using expert testimony and endorsement. If the man earns his living by driving a snowplow, he is an expert on snowy and dangerous driving conditions. He must also get to work in any snowy conditions. Therefore, his use of a Volkswagen is an endorsement that promises that it is an excellent vehicle to drive in snowy weather.
Finally, the commercial employs logos as a persuasion technique by appealing to the viewers logical thinking skills. If the Volkswagen is safe enough for a snowplow driver to get to work, it is very safe. In fact, if it is a trustworthy enough car to drive on dangerous unplowed roads early in the morning, it must also be safe in any other driving conditions. It is logically a safe car, which is one characteristic all car buyers are looking for. The advertisement is also consistent. It does not say that the Volkswagen is fast, sporty, roomy. inexpensive or luxurious. It sticks to the theme of safety and reliability, which it demonstrates as the snow plow driver navigates dark, unplowed snowy roads on his way to work. The simple narrative and clear logical persuasive premise appeals to the viewer who is looking for a no-nonsense working vehicle that is reliable and can get them where they need to go under any circumstances.
Ultimately, “Snow Plow” is a very simple but persuasive advertisement with a logical argument that reinforces the products safety in snowy conditions. The dark and gloomy setting sparks the viewers fears and imaginations, the drivers expertise on snowy driving conditions reinforces the cars credibility, and the premise of the ad is logical and consistent. A deceptively simple advertisement, “Snow Plow” creatively appeals to consumers logical reasoning by implying that the Volkswagen is trusted by experts, and handles well in poor conditions, so its perfect for anyone looking for a reliable and safe car.
Work Cited
"Snow Plow"" YouTube. YouTube, 01 Apr. 2009. Web. 22 Mar. 2016. <https://www.youtube.com/watch?v=ABcckOTVqao>.
