Volkswagen, a popular car company, effectively achieved
its purpose of advertising its new precision parking feature in its new
advertisement through the use of humor and analogy. The advertisement depicts a
single porcupine surrounded by goldfish in plastic bags, with the only text
being, "Precision Parking. Park Assist by Volkswagen." By using these
animals, the advertisement has a very lighthearted and humorous nature that
helps Volkswagen appeal to its audience of drivers of any age. The analogy of a
porcupine to the viewer's car and the bags of goldfish to surrounding cars goes
hand-in-hand with this humorous nature because although its use of animals is
funny, its analogy is very real: parallel parking a car can be as dangerous as
trying to fit a porcupine between delicate bags full of goldfish.
This text also plays a role as an enthymeme: it conveys an
argument as its purpose is to persuade viewers to buy Volkswagen cars with the
new Park Assist feature. The major premise states that a porcupine has to be
carefully "parked" between bags of goldfish while the minor premise
states that Volkswagen's Park Assist can park cars between other cars as
carefully as the porcupine is parked between the goldfish. By using this
analogy, Volkswagen can easily get its point across about its Park Assist
feature without being as dull and overdone as other car advertisements.
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