Think small – Semiotic analysis of the advertisement.

Method of analysis
The method used for the analysis of the “Think small.” advertisement consists of several steps: first, the
historical context in which this campaign was created was explained, including the figure of Bernbach. Next
comes the semiotic analysis of the advertisement, first analyzing the elements that make up the image (use of
colors, size...), then those that make up the text (text size, use of punctuation...). In conclusion, the
importance of advertising is analyzed and future developments and its impact on mass culture are discussed.

Semiotic analysis of the advertisement

1. Semiotic analysis of the image
Looking at the Volkswagen advertisement “Think small.” one notices at first glance the
minimalist approach through which Bernbach decided to advertise the car.
The entire poster consists of two sections: the first, the larger one, occupies two-thirds of the
space and encloses the image (the visual); the second, the smaller one, occupies one-third of
the space and encloses the textual part. Analyzing the advertisement, one notices, in the upper left corner, a
small black car (the Beetle) with a shadow located at the focal point. This is not an airbrush illustration (as
was usual at the time), but an actual photograph, taken by Wingate Pane. You can also see that there is no
person behind the wheel, not a man, woman or family (another “anomaly” for the time). The car is placed at
the top edge of a gray-white space, a completely flat and unnatural texture.
Below the box in which the Beetle is placed appears, in the center and in small print, the advertisement’s
claim: “Think small.”. Below it are, divided into three columns, some explanatory text about the car. Finally,
in the lower right corner, visually the Volkswagen logo can be discerned in small print. It is interesting to
analyze the color scheme of the entire advertisement: it is entirely in black and white, another key element
that determined its success. In fact, by eliminating colors, the advertisement made sure that the audience
focused on the unique design of the car, conveying a sense of originality and honesty that reinforced the
image. The reason for this choice, however, was anything but “strategic,” in fact they chose to make it
monochrome to save on the cost of printing.
On a semiotic level, it is possible to see how the image of the Beetle, shrunken in relation to the space within
which it is placed, relates perfectly to the claim “Think small.” Bernbach, through the visual, uses a
metaphor to reinforce Volkswagen’s message by making the rhetorical figure explicit through the slogan. In
communication, metaphors have always been a very powerful tool for creating meaning. As Greimas said a
text is a unit of meaning, so not only can we have verbal texts, but also “visual texts.”. The choice of placing
the car within a neutral space and making it very small reinforces even more the message devised by
Volkswagen of “thinking small.” in order to be big.
It is also important to linger on the topological plane: while the texts follow a “centrality” within the frame
the photograph of the car totally deviates from this centrality. It is positioned at the upper left side of the
space, this location of it captures the viewer’s eye by highlighting the main characteristic of the car: its small
size. Dwelling, finally, on the figure of the Beetle, the eidetic plan of the advertisement is also remarkable:
the soft, round shapes that make up the car’s body are a symbol of simplicity and familiarity; the font used in
the claim, rounded and soft, reinforces its authenticity.

2. Semiotic analysis of the text

Textual analysis of the advertisement reveals a careful visual layout that allows the message to be conveyed
effectively. The claim “Think small.” is positioned centrally below the image, highlighted in bold. This
positional choice is significant from a semiotic point of view. Placing the claim in this place
gives the viewer the opportunity first to absorb the entire image and then to focus on the meaning of the
message expressed by the sentence. This approach invites the audience to look closely at the details and
reflect on the perspective of “thinking small”. The claim is made up of two keywords: “Think” and ‘small’.
“Think” suggests a mental action, inciting the reader to engage in critical reflection. On the other hand,
“small” indicates a reduced size, emphasizing the idea of minimalism and simplicity. The combination of
these two words is a reminder to consider the announcement in reduced terms and to focus on the details
rather than the superfluous.
The real peculiarity of this claim, however, is the use of the dot at the end of the sentence.
In the context of slogans and advertising claims, the use of the full stop is uncommon.
Nevertheless, in this case, it takes on great importance as it serves as a means of emphasis, underlining the
action the reader is asked to perform. The dot suggests a firm command and
encourages one to reflect on the message, inviting one to free oneself from the social pressure
of constantly wanting something bigger.
The text under the claim, contrary to what one might think, distances itself from the technical and normative
discourse on aspects of the car, focusing instead on a more intimate
and everyday description of the Beetle. It represents a narrative perspective that aims to
emotionally engage the reader, offering a vivid and personal portrait of the relationship
between people and the small Volkswagen car.
Below is the text:
“Our little car isn’t so much of a novelty any more. A couple of dozen college kids don’t try
to squeeze inside it. The guy at the gas station doesn’t ask where the gas goes. Nobody even
stares at our shape. In fact, some people who drive our little flivver don’t even think 32 miles
to the gallon is going any great guns. Or using five pints of oil instead of five quarts. Or never
needing anti-freeze. Or rocking up 40,000 miles on a set of tires. That’s because once you get
used to some of our economies, you don’t even think about them any more. Except when you
squeeze into a small parking spot. Or renew your small insurance. Or pay a small repair bill.
Or trade in your old VW for a new one. Think it over.”
The description begins by stating that the small car is no longer a novelty, indicating a
consolidated habit in the life of its owner. The use of specific examples, such as the college
students who no longer try to squeeze in or the guy at the gas station who doesn’t ask where
the gas goes, emphasizes the normality of the Beetle’s presence. An implicit comparison
with the most conspicuous cars of the time is suggested, as no one stares at the shape of
the Volkswagen. This could indicate that the Beetle does not subject itself to the aesthetic
attention typical of cars of the time, but rather fits discreetly and unassumingly into everyday
life. The description of economic and usage characteristics, such as fuel efficiency, oil
consumption and lack of need for antifreeze, is not presented in a technical manner, but
rather as part of the habitual experience of driving the small car. This suggests that these
peculiarities have become so familiar that they no longer require specific reflection. The text
concludes with an invitation to reflect on the change from the old Volkswagen to a new one,
introducing an element of personal decision and possible upgrade.
This closure emphasizes that, despite familiarity and habit, there is always room to consider new
opportunities and improvements.
The shape that creates the flow of this text is interesting. It is a rectangle, at the bottom of
the page, inside which we find three columns of text. This facilitates smoother and more
dynamic reading. The individual sentences create a sort of disorder and imperfection within
this rectangle, in fact the use of dots followed by indentations and new paragraphs can be
aimed at creating an unconventional visual structure. This technique may have been adopted
to capture the reader’s attention and encourage more careful reading by stimulating curiosity.
Note the Volkswagen logo positioned in the third column at the beginning of the last
sentence. Its position is understood to be studied because if one reads the corresponding
sentence, it is precisely the one in which the car manufacturer is mentioned.
The logo features a stylized “V” and “W”, recognizable to many viewers as a symbol of the
Volkswagen brand. The logo contributes to the credibility and authority of the campaign and
links it to the broader goals and values of the Volkswagen brand.
In general, the colors of the text reflect those of the image, creating a link between them. In
conclusion, we can say that the claim gives voice to what is rendered visually by the image.
The text further explains this concept, bringing it closer to everyday life and thus making the
relationship between the consumer and the brand more familiar.