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Question
Scenario3-2When referring to the period of advertising known as the creative revolution, advertising pundit and practitioner Jerry Della Femina wrote, "Volkswagen was being handled in the United States by Fuller & Smith & Ross. Doyle Dane took over the account around 1959. One of the first ads that came out for Volkswagen was the first ad that anyone can remember when the new agency style came through with an entirely different look. The ad simply said, "Lemon." The copy for "Lemon" said that once in a while we turn out a car that's a lemon, in which case we get rid of it. We don"t sell them. And we are careful as hell with our cars, we test them before we sell them, so the chances are you"ll never get one of our lemons. "For the first time in history an advertiser said that he was capable, on rare occasions, of turning out an inferior product . . . By today's standards, of course, this is pretty tame stuff." (Jerry Della Femina, Those Wonderful Folks Who Gave You Pearl Harbor, [New York: Simon and Schuster, 1970], 26-27.)
The "Lemon" ad is characteristic of the style of advertising for which the creative revolution is known. The ad can be described as having a:
a. well-researched, hard-sell approach.
b. simple style and self-effacing humor.
c. complex, intelligent execution.
d. dense copy with incredible claims.
Answer
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