Advertising Principles - Evidence-based principles

5.8.1 – Use two-sided arguments that refute strong opposing arguments – VW Homely? Complies


“At first you think it is the homeliest thing you ever saw. But pretty soon you get to love her shape. And after awhile, no other car looks right.”


Note: A Bernbach ad for the Volkswagen Beetle raised an important opposing argument with the headline, “Do you think the Volkswagen is homely?” then refuted it: ‘A Briton called it a marvelous economy of design.’ An American owner put it differently: ‘It’s funny,’ he said, ‘how she grows on you. . . .

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