“The ad featured a black and white photo of the Volkswagen Beetle with the word “Lemon” in bold san serif font… that proclaims that this particular car was rejected… because of a blemish on the chrome piece of the glove box. The ad goes on to describe the rigorous inspection process...” (http://www.writingfordesigners.com/?p=1731)
“Ads before it were either information-based and lacking in persuasion, more fantasy than reality…Beetle ads, though, connected with consumers on an emotional level, while conveying a product benefit in a way consumers could relate to…” (http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html)
"The Volkswagen ad uses a black and white image of the Beetle that reinforced the idea that is was small and different... the ad says “LEMON” which caused the viewer to question his intuitive knowledge about Volkswagen’s high standards. The ad agency successfully caught the viewer’s attention by using self-effacing humor. With any luck, these ads drew you into the joke, and you would read the rest of the copy looking for the punch line.” (http://designhistorylab.com/?p=1755)
In the 1960s, Americans were used to driving big vehicles like Buicks and Cadillacs. So the Germans needed to find a way to advertise their cars and catch the American’s attention because their Volkswagen cars were smaller than what Americans were used to at the time. Although they were smaller, they are very efficient cars. Instead of the usual ad repetition, the DDB agency used their creativeness to capture the consumer’s attention. They made the Volkswagen ad very simple, but just the word “lemon” caught people’s attention. The word “lemon” proclaims that it is not a good car, this is what would cause people to be interested and read the rest of the advertisement. The rest of the ad describes the process of inspecting the Volkswagen cars which informs people that they really are good and efficient cars.
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