Message and it’s claims to socially responsible practice.
The advertisement shows a lady in her youth who aspire to save the earth from pollutions, and after several years in her old age, she appreciates Volkswagen for providing a vehicle with zero emission to the environment. The message from Volkswagen shows their progression from their petrol version to all-electric indicating a less pollutant environment.
Agenda the company pushes and ideas viewers should accept.
Volkswagen is trying to convince viewers to purchase the all-electric vehicle because it will save the earth from pollutions that has been an on-going issue.
Target Audience
• Eco-Friendly Viewers: The image appeals to Individuals that want a zero emissions vehicle, to help promote a safe environment.
• Car Enthusiast: Individuals who loves cars and the new functions added to the all-electric model.
Advertisement ability to be successful.
The advertisement will be successful because Volkswagen implemented these factors:
• Trend Relatability: With the ongoing argument about saving the planet from pollution. Majority of the viewers will resonate with the progression from petrol to all-electric.
• Emotional Resonation: With the idea of a lady who looked sad requesting for an all-electric vehicle to an elderly version of her smiling, while appreciating Volkswagen for providing a zero-emission vehicle.
• Message Clarity: The image shows both vehicles in different side of the screen to further emphasis on the vehicle. The logo can also be visibly seen on both sides as well.
• Visual Impact: The image on the right depicts a dull atmosphere in the petrol version and a sad young lady with the sign of (SAVE THE EARTH), whereas the image on the right shows a brighter atmosphere with an elderly lady appreciating Volkswagen for final saving the earth.
ANALYSIZING ADS
The advertisement is created by Volkswagen to promote their all-electric vehicle. It is a still image for the digital market. The ads show a sad lady with a petrol-powered Volkswagen, expressing concerns about environmental issues to an elderly version of her appreciating the all-electric Volkswagen. It shows the progression from a more harmful substance to the environment to a less harmful one.
COMPOSITION
The younger lady shows an expression of worry and determination depicting her emotions towards her concerns for the planet, while the elderly woman looks joyful and happy showcasing her appreciation towards the company decision to finally produce a zero emission that will benefit the environment. A dull color (how the USA depicts Mexico in movies) was used to depict the old petrol version of Volkswagen representing a polluted environment, while a clearer image and environment with brighter colors was used to represent a healthier environment the all-electric Volkswagen offers to the community.
The old vehicle is also slightly farther to the subject signifying distasteful, On the other hand, the all-electric vehicle is a bit closer to the subject signifying satisfaction with subject.
ANALYSIS
The advertisement showcases their awareness to tackle environmental issues that contributes to the progress of a safer world. It also further encourages viewers that by purchasing this all-electric vehicle they can contribute to make the world less pollutant.
The visual representation of a troubled young lady with the petrol Volkswagen, to an elderly version of the same lady years after being happy and satisfied by the positive’s outcomes of the all-electric Volkswagen.
EVALUATION
The advertisement effectively conveyed their message to its target audience by utilizing emotional subjects and color differentiation to convince viewers that opting for the all-electric Volkswagen is the best option. In my opinion the image doesn’t resonate with me because I don’t believe owning a petrol-powered Volkswagen is going to make me sad nor the zero-emission version will save the earth.
Volkswagen is a brand known for its commitment to innovation, sustainability and reliability in vehicles and engine.
COMPANY PRACTICES
The Volkswagen emissions scandal “Dieselgate,” highlights how they protected corporate social responsibility and mitigate damage from corporate irresponsibility that has influenced their brand management, corporate reputation, trust, sustainability, and sustainable mobility. Volkswagen created a bug to pass all the test that is required for a vehicle to be fit for the environment and after thorough investigation and admission from Volkswagen. It showed the government cannot trust private industries to internalize negative effects of their product from its citizen.
Citizens of Quebec were authorized by court to get compensated for environmental damage products caused to the society and incentivizing polluters such as Volkswagen to account for full social cost of pollution. Without implementing effective processes, German corporate directors risk failing in their monitoring roles, leading to corporate integrity failures like the Volkswagen emissions scandal, unless they adopt a Process-Oriented Approach.
BIBLIOGRAPHY
Parker, Larissa. “The Disconnected Arrival of Climate Change Class Actions in Quebec.” McGill Journal of Sustainable Development Law / Revue de Droit Du Développement Durable de McGill 17, no. 1 (2021): 99–123. https://www.jstor.org/stable/48735817.
Arbour, Marie-Eve. “Volkswagen: Bugs and Outlooks in Car Industry Regulation, Governance and Liability.” European Journal of Risk Regulation 7, no. 1 (2016): 4–10. https://doi.org/10.1017/S1867299X00005316.
Zhang M, Atwal G, Kaiser M. Corporate social irresponsibility and stakeholder ecosystems: The case of Volkswagen Dieselgate scandal. Strategic Change. 2021; 30: 79–85. https://doi.org/10.1002/jsc.2391
Nicola F. Sharpe, Volkswagen’s Bad Decisions & Harmful Emissions: How Poor Process Corrupted Codetermination in Germany’s Dual Board Structure, 7 Mich. Bus. & EntrepreneurialL. Rev. 49 (2017).
https://doi.org/10.36639/mbelr.7.1.volkswagen
Lakpa Sherpa
Volkswagen’s Green Message
The submission specifically targets an ad created by Volkswagen to sell an all-electric car. The student succeeds in the analysis of the visual aspects and the emotional aspect of the ad, explaining how it targets the consumers who are sensitive to environmental issues based on color contrast and gradually progressing generations in the ad. The change from a dirty and polluted environment with a petrol-powered car to a brighter and cleaner environment indicates that Volkswagen is environmentally conscious and that by buying into their electric car, one is saving the planet.
As much as the critique captures the emotional appeal and the visual design, it lacks a stronger critique of greenwashing elements. The student mentions that the Volkswagen company has previously been involved in the “Dieselgate” scandal but does not discuss how this fact undermines the company’s environmental concerns. The analysis could have went further to explain if the company’s advertising effectively addresses its past failures or if it uses green marketing to mask them. Also, the use of scholarly sources is good, particularly when formulating ideas derived from research works on corporate social responsibility. However, the critique could be more profound and distinguish the contradiction between the company’s advertising message and its actions, which would make the critique more detailed with references to the long-term prospects of Volkswagen’s obligations.