In 1962 Volkswagen presented the ‘lemon’ advertisement. “Lemon” in bold san serif font. Below the image follows a statement that proclaims that this particular car was rejected by Inspector Kurt Kroner because of a blemish on the chrome piece of the glove box. The ad goes on to describe the rigorous inspection process; one out of fifty does not pass for something as simple as a scratch on the windshield” http://www.writingfordesigners.com/?p=1731 When a car is described as a lemon, it usually means that it isn’t a very good car. Volkswagen hired the Doyle Dane Bernbach ad agency to create an advertisement that would introduce the Beetle to the U.S. market in the 1960’s. The ad presented a photo of a Volkswagen beetle in black and white. Under the photo in bold letters was the word ‘Lemon’ which made it seem like they were calling themselves poorly made cars.
“Volkswagen changed the course of advertising in 1962 with the “Lemon” ad. The DDB ad agency pioneered the collaboration of the art director and the copywriter to create an ad with humor. The ads were constructed to create a disconnected juxtaposition between the image and the words that created humor for the discerning viewer” http://designhistorylab.com/?p=1755http://designhistorylab.com/?p=1755 This ad was made for humor purposes by calling their cars lemons.
“ One ad didn't even bother with pictures. "No point in showing you the 1962 Volkswagen," read the headline. "It still looks the same." One ad portrayed a Beetle above the word "Lemon," explaining how Wolfsburg inspectors rejected the entire car because of one blemished chrome strip on the dashOne ad didn't even bother with pictures. "No point in showing you the 1962 Volkswagen," read the headline. "It still looks the same." One ad portrayed a Beetle above the word "Lemon," explaining how Wolfsburg inspectors rejected the entire car because of one blemished chrome strip on the dash” http://www.howstuffworks.com/1960-1969-volkswagen-beetle4.htm
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