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Persuasion is a very large part of advertising During late modernity this persuasion was obvious and carried out with little regard to the authenticity of the advertisement or the intelligence of the reader The Think Small ad for Volkswagen by DDB was a departure from this attitude and carries out the job of persuasion in a more classically modernist manner Because of this careful approach the advertisement is much more successful at persuasion and memorable in of itselfBefore we can take a deeper look at VW ad contextualisation is required Modernism the cultural reflection of the 20th century modern epoch wasis the base of the western world politically economically and socially In the mid twentieth century it was most visible in America After WWII the unscathed United States emerged as the most powerful industrial nation in the world Phillips 1999 Fordism a business technique named after Henry Fords ruthlessly efficient mass production techniques had taken hold Thompson 1998 Advertising was essential to the Fordism movement in business modern production techniques were creating a surplus of goods and advertising was needed as a mechanism for standardising the needs of consumer demand as Odih 2007 p4 asserts Advertising is essential to Commodity Culture that is advertising encourages that our identities are constructed in part through our consumption and use of commodities Sturken 2001 p 198 The typical ad of the time showed not just the product on show but a nuclear family enjoying the product they became cultural and social signifiers They confirmed that the reader was living in the proper and modern way or of course they would be if only they purchased this product In the words of the fictional 50s ad man Don Draper a billboard on the side of the road that screams with reassurance that whatever youre doing is okayOwnership of goods and therefore participation in the economy was aligned with being a good person The typical automobile advertisement was copy-filled
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