Analysis of early Volkswagen advertising

/info/2006/07/24/article-23298.html (picture)

------------------- -----------------------------------------------Appreciation of Volkswagen Advertising: Passionate Chinese characters

Volkswagen’s overall brand image advertisement “Volkswagen’s Heart in China” was popularly broadcast on various TV stations some time ago, arousing the interest and topics of many viewers. People have discovered that Chinese characters written in calligraphy are interspersed in the advertising images from time to time, and these Chinese characters all have a unique feature, that is, the bottom of the word "心". Why are there so many Chinese characters with the word "心" at the bottom of a car brand's advertisement? What is the intrinsic connection between these Chinese characters and Volkswagen's new brand proposition "Chinese Road, Volkswagen Heart"?

Mr. Walter Hanek, Executive Vice President of Sales and Marketing of Volkswagen Group (China), answered these questions. He said that Chinese characters appearing in advertisements, such as "loyalty", "zhi", "wisdom", etc., all have the root of the word "心", and their meanings are related to the heart. In Chinese culture, these Chinese characters with the word "心" at the bottom can be used to express those very beautiful qualities and spirits. This is the embodiment of the "popular heart".

Many viewers have noticed that every Chinese character appearing in the advertisement not only has a meaningful meaning, but is also expressed in the form of calligraphy. These Chinese characters with unique profound charm of Chinese culture are integrated with the advertising images with strong visual effects, and they seem to complement each other so well. Volkswagen uses the aesthetics of calligraphy to enhance the spirituality of automobile culture, and people cannot help but admire this creativity. In this regard, Mr. Hannik said that we use the calligraphy form of Chinese characters in advertisements not only for the pursuit of creativity. In fact, at a deeper level, the advertisement is to express that Volkswagen has integrated into every aspect of Chinese people's lives and is closely integrated with Chinese culture during the two decades of development with the Chinese Communist Party.

Volkswagen is the first leading international automobile brand to enter China, and it is also the automobile brand most attentive to Chinese consumers. In order to express these two unique connotations in the brand, we finally decided to apply the calligraphy that best represents the essence of Chinese culture to the internationally advanced advertising production, with the word "heart" throughout, to combine and express each quality. The Chinese character for "heart" forms part of the picture, and the climax of the film is reached with the word "love" in the last group of pictures. "Love" is the most basic and noble emotion of human beings. "Love" comes from the heart. The word "love" fully reflects Volkswagen's love for China, the Chinese automobile industry, and Chinese consumers.