The Force

            This wonderful, nostalgic advertisement for the Volkswagen Passat shows a child dressed as Darth Vader, attempting to use “the force” to move objects, like in the Star Wars.  This ad should be very appealing to the upper thirty year olds that may be the target group for the car company.

            Generally, the character of Darth Vader would be male, however in this commercial; it appears that a girl is in the costume.  According to one scene, the child is attempting to move a doll off a bed in a female bedroom. However, there is a Star Wars following still today, thirty years after the first film hit theaters.  Not only is there a following, there is new interest in the classic.  A cartoon series on Cartoon network is creating new fans.  As well as the countless video games, that revolves around the popular movie series.

            The family in the commercial tends to interact like a typical family, in media’s view, for today.  Media tends to show many idealistic forms of the American family.  Two parents, kid(s), family dog, all show in media as the America way.  While in true society today, that may not be the case, it is believed to be the idealistic way of life.  Ideally, the mother and father in a household would interact the way they are depicted here. 

            It appears that the car company is aiming the advertisement to the thirty something year olds.  These age groups remember Darth Vader as the ultimate misunderstood villain.  The age group is also more likely to have a family, a home and be of the working class.  While not all thirty something’s are in the same position, media suggests that the ideas supported in this ad is where they are supposed to be.

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