Volkswagen, April 11, 1960 from LIFE magazine (artist unknown)

Volkswagen, April 11, 1960 from LIFE magazine

                In celebration of the final season of AMC’s Mad Men (my personal favorite show), LIFE.com posted several 1960’s era advertisement that inspired the show. The one I chose was an iconic Volkswagen ad from April 11, 1960. There is no credit to one particular artist, but the ad likely reached millions of readers in magazine just like LIFE.

                Media is filled with advertisements today. Any program you watch is “brought to you” by something, and sponsoring logos are everywhere. A half-hour program on TV typically has 10 full minutes of commercials, giving a measly 2-1 ratio of show-ads. Worse yet, we are so immersed in advertisements that they are often shown to us subliminally, movies have perfectly inserted product placements that we don’t even know we’re being sold something.

                This Volkswagen ad certainly brings me back to the “golden age” of advertising. Perhaps, I’m tainted by my enjoyment of Mad Men, but the ad seems simpler and more wholesome than the ones today. It’s a simple ad, showing a complete shot of their famous beetle. Below the car is bold black text, with some a paragraph beneath it. There’s nothing overly complex or subliminal about the ad. It presents a car, and a description.

                Volkswagen grew notoriety from this series of ads. The text right below the car is “Lemon” which refers to a defective car. Seeing this connected with a car that they want to sell is confusing and immediately catches your attention. Reading further, it is apparent that they catch the lemons so you can have the fruit (their perfected vehicle). It’s a neat little concept and was certainly and innovative form of advertisement.

                The image of the ad is appealing also. It shows only the Volkswagen beetle they’re trying to sell. It isn’t on a road. It isn’t in front of a scenic mountain. It is in a void of white. I like this choice because it highlights that the car is the focus of the ad. They aren’t trying to make you believe that you can drive anywhere (like a mountain top) with their car. You’re buying the car, where it goes is your choice. It’s the sort of ultra-simplicity that I like about this ad. I wouldn’t mind advertisements today if they went back to it.