https://www.youtube.com/watch?v=eGZNocni6zE
To sum up the ad, a young boy dressed as Darth Vader attempts to use "the force" to move and turn on certain objects. After it obviously not working, the father comes home in his new VW Passat and parks the car. The son rushes out and attempts to turn on the car with the force. The dad then turns on the car using the car key leaving the son amazed at his own force abilities.
Since the ad by Volkswagon aims to promote its cars, the intended audience is anyone who is able to drive and is able to afford the car. Using logos, the company increases its audience by listing the price of around $20 000, which for a mid-range car, is a fairly cheap price. While watching this ad, you will notice the music in the background plays music from Star Wars. This could also increase the audience size by using pathos to inflict a nostalgic sensation among viewers. At the end of the video, the ad uses logos by stating statistics and numbers that are listed at the bottom of the screen. This again could cause Ethos by showing positive test results on the CO2 output and petrol consumption. We now all know that the numbers are all faked (VW scandal 2015). However, back in 2011, this all seemed very convincing and for the price of the vehicle, it called for a very decent deal.
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