Walter's story

The narrative moves on and the audience is introduced to a new shot with a car on it. The car appears to be shaking, this forms an enigma and hooks the audience. A couple seconds after the sexual innuendo enigma is solved and the character seen before appears again.

The text moves on and the audience sees the character again, this confirms that this character must be Walter. In this shot Walter appears to be at home, this is shown with the use of different colour. In the background the audience can see a woman, an assumption is made by the audience that, that woman is Walter’s wife. This woman seems upset, this could be because of the fact that Walter doesn’t care about her. The main character (Walter) is represented in this shot as boring and obsessed about the car.

A short clip of a wedding was edited in to add to the genre of homemade video.

The audience is introduced to a tagline; this tagline is shown with a plain black background, white letters and  a Volkswagen logo.  There is a juxtaposition of the letters and the main character, this is because the letters say “’The New Passat’ A car born out of obsession” and the main character is really obsessed with the making “born” of the car. This tagline also tells the audience that this is for sure an advert as a product is advertised.

As the narrative carries on, the representation of Walter becomes clearer to the audience, that he is a boring but very dedicated to the car e.g. when he is playing with the security system. My prior knowledge tells me that this is stereotypical of Germans and also an ideology in this text (they are boring but build good cars).

This advert follows Todorov (1912) theory that every media text follows a pattern. The equilibrium is at the beginning when Walter is happy. The disruption happens when his wife leaves him and the new equilibrium starts on the last scene, with Walter alone having a bath.

A preferred reading was used in this advert to show that Volkswagen do everything well.

The target audiences of this advert are English car buyers, mainly men. This is because the advert is selling a car and it was shown on ITV. My prior knowledge also tells me that in general men are more interested in cars than woman.