Rhetorical Analysis

When the Karmann Ghia was introduced, it was radically different from Volkswagen’s flagship car, the Beetle. It was sleeker, faster and a hybrid of German and Italian designs. The argument in this ad can be identified from its title - there's a little bug in every Karmann Ghia. Even though this new body type looks nothing like the Volkswagen Beetle, the same features that make that car great make this car great. The Karmann Ghia still has the same Volkswagen chassis, suspension, air-cooled engine and traction. In addition it still has that great Volkswagen price, low insurance rates and reliability.

That being said, Volkswagen’s target audience in this advertisement is current Volkswagen owners, lovers and enthusiasts. This advertisement is trying to specifically attract those with past, memorable Volkswagen experiences and play on those in order to gain interest in the Karmann Ghia.

Ethos – Volkswagen’s advertisement seems to be very credible. They list the Karmann Ghia’s specifications in the ad and link them back to the reliable Beetle. The ad is written in a very straightforward manner, lacking any catchy slogans or jive talking, which also adds to its credibility.

Pathos – There’s a sense of dry humor throughout the ad. Volkswagen makes fun of itself and its odd Beetle, while promoting this new sports car, which seems like it could have never rolled off any Volkswagen production line. This advertisement has a very light-hearted nature about it and seems to want to attract the same type of people.

Logos – Logically this entire ad makes sense. If you like Volkswagen Beetles and you like the way they drive, cost and perform, then you will assuredly enjoy and want to own a Karmann Ghia.

Overall, I thought this ad was very effective. Volkswagen targets its very loyal and distinct audience in a straightforward, no frills approach with a car that they’re sure to love as much as they love the Beetle. Just like they’re cars from the 50’s and 60’s, Volkswagen created an inexpensive, down-to-earth advertisement that speaks to the heart of all Volkswagen aficionados.