lemon

Lemon                                       

The expression “lemon” as far as automobiles go can be over looked by your average person, when you think of lemon you think of the sour fruit that leaves a bad taste in your mouth or something unbearable which is the point of the “lemon” phrase. In this article the Volkswagen’s company had great feedback to the lemon add thanks to now known father of the “creative revolution” William Bernbach of DDB.
 Bernbach’s vision was to catch the attention of the Volkswagen’s targeted audience “All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level,” Bernbach said. But how he did it was something that changed the advertising industry forever it was like no other, just by putting the phrase “lemon” and concluding with a memorable tagline “we pluck the lemons, you; and you get the plums.” gave the reader the impression that they were calling their own car a lemon, while intriguing them to read further, only to find out that the article was about the rigorous inspection process that Volkswagen went through involving them to fail because of the blemish on the chrome piece of the glove box.
 Lastly Bernbach’s plan to rise the Volkswagen reputation after the inspection will always be remembered for its simplicity, truth and humor, perfectly said  “Logic and over-analysis can immobilize and sterilize an idea. It’s like love — the more you analyze it, the faster it disappears” that by not changing advertising but changing the way people think about advertisement, this change revolutionized the process that changed the agencies and the way they went about creating their designs for now and days to come.http://www.writingfordesigners.com/?p=1731