VW: The Force - Revisited

I chose to analyze a new commercial this time: VW The Force. I love this commercial and I think my love for it had prevented me from choosing it before. I also didn't have the proper vocabulary to analyze it before. So now that I am able to look past the cute kid, and the obvious cultural reference, I can step back and take a look at the commercial through an analytical scope. I used Golombisky and Hagen's text White Space is Not Your Enemy (2010) and Kellner and Share's (2005) article Toward Critical Media Literacy: Core concepts, debates, organizations, and policy to help me:

Analysis.
What is the purpose of this video? The purpose of this video is remind adults that it is okay to be a kid once and a while. I feel like the kid represents the lack of 'magic' in an adult's life and the realism of it all. The child, whose face we do not see, can represent any adult, of any race. When the father turns the car on and the child is excited, it is a reminder that there is still a chance to have fun, and to 'be a kid'. This commercial was "constructed" (Kellner and Share, 2005) to play into the 'kid side' of an adult.
What version of reality is it selling? This is a very realistic commercial (in my opinion), which is apparent through the continuity of the shots. They are successive, one after the other, of a stereotypical middle class family with enough money to support at least two children (a boy and a girl), a dog, and a VW. They are normal people living a mundane life, as is indicated by the child, and the remote control is both a 'fun' feature as well as a luxury that even an 'average' family can enjoy.

Audience.
Who is the intended audience of this video? The audience is middle class families that were alive or old enough to know what Star Wars is. Without that knowledge, the commercial loses a lot of its message. I do get the feeling that this specific commercial is geared towards adults in at least their late thirties since the entire commercial is shot at the house. As Kellner and Share (2005) mentioned, the same message will be interpreted differently by people of different races, genders, ethnicities and sexual orientations. The commercial is what I would term 'very white' and does not seem to play to an audience outside of the white suburban family, except for the Darth Vader music and Star Wars reference that could be a sole uniting point between people of different backgrounds.
Through whose eyes or perspective is information conveyed? Why? The point of view that of the audience. There aren't any shots over someone's shoulder that suggest a second on-looker, or that we should be placing ourselves in someone else's shoes. We are on a journey with this little boy, trying to find some sort of magic in his otherwise mundane home.

Representation.
How are the people/figures in this video portrayed? Why do you believe they have been singled out? Whose voices are not being represented in this text? The adults are happy with their lives, and those that the child encounters do not seem fazed by the child's attempts at using The Force on them. They seem unaware of the magic that is missing from their lives. There is also an underlying feeling that the child is misunderstood, which again could represent the adults that are frustrated at being confined to mundane vehicles and lifestyles. When the car turns on, the child is startled and clearly shows that he can't believe what he just did. The father is portrayed as playful, breaking from the monotony of his day, and clearly intent on making his kid feel special. I think we hear the adult's voice more than the child's. Despite the camera always focusing on the child and his constant disappointment, the commercial is constructed to appeal to adults, not children. A child is not buying this car, which brings me back to the suggestion that the faceless child represents all those that adults that lack a little magic in their life.

Design.
From the perspective of a video producer, discuss what you think are some of the most important design decisions used in creating this ad. Why do you think this specific medium was used to market this product? The elements of video design really come into play here. The music is chosen as a very obvious cultural reference. Most adults can hear that song and know exactly what movie that is from. The cultural Darth Vader reference also appeals to adults, and brings them back to their childhood. The music and movie reference are crucial to the commercial. There are no words, so one must deduce from the camera shots that the child is trying to use the force. The lighting, while I don't think it was used for anything specific was bright, allowing for the child's black outfit to really standout. The juxtaposition between the black and the light scenery suggests an adult fighting for excitement. I think the color of the car was important as well. It's not a bright red VW, suggesting a more dangerous lifestyle, the focus of the commercial was reconnecting with the inner child.