Communications and Society blog: By and for students in Marist COM 201

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Volvo is using Meyer’s vehicle reference to it’s full advantage

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On the day of the midnight premiere of the 2nd installment of the Twilight series, New Moon, I found it all to appropriate to make one last mention about the outrageous Twilight craze.  I’ve read and loved all of the books, and am looking forward to seeing this second movie in hopes that it will portray the novel much better than the first.  Although I enjoy discussion about the books with my friends, I do find that the media’s current obsession with vampires has been taken a bit far.

This week, we learned about some of the tactics of advertisers, and how they often adapt a trend to catch the attention of consumers.  Volvo is currently using this tactic through “Edward Cullen’s” endorsement.  The books vividly describe Edward’s silver Volvo, and his car as an important part of the Twilight series.  This recent advertisement caught my eye, and I’ve seen it quite a few times.  Check out the way Volvo reals in consumers, telling them they can be like Edward and keep their lover’s safe by driving a Volvo!

http://www.youtube.com/watch?v=L2W-5iO0i6A&feature=related

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Written by marissadeangelis

November 20, 2009 at 8:38 pm

Posted in Uncategorized

One Response

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  1. Wow – that’s a great catch. To think I always associated Volvos with solid and safe, if slightly boring Swedish engineering. I guess pouty vampires move cars a little better these days!

    michaelhkoch

    November 20, 2009 at 8:42 pm


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