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hot topic - Does Fear really capture our attention? Over...

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Does Fear really capture our attention? Over the years Volkswagen Jetta ads have really been geared towards the  younger crowd. If you were young, urban and hip this car was for you. Their  advertisements for it would reflect that.  http://www.volksfolks.org/gallery/commercials/jetta/? g2_GALLERYSID=89521fccab5b0959c23553c18ea5d905   Their most recent advertising campaign, however, doesn’t showcase the so  called “cool” features that normally would be played up. VW’s new controversial “Safe Happens” Campaign  http://www.vw.com/vwlife/commercial.html   They use fear to capture the audience. One of the few commercials we will not forget.  Now showing an accident is nothing new in car ads, but many of them consist of  the frontal and side impact tests that the Insurance Institute for Highway Safety  conducts, usually with dummies in them that are at test facilities. In these commercials, however, they show people going about their daily 
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This note was uploaded on 10/28/2007 for the course BUAD 307 taught by Professor Morristowns during the Fall '07 term at USC.

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hot topic - Does Fear really capture our attention? Over...

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