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There is no attractive background to the photo. This drags your focus to the foreground to see the keys and leaves more room for your imagination to fill in the rest of the photo.

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the quality of German engineering.

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blank space dominates the image and focuses the viewers attention on the outline of form, making the image more recognizable from a distance with less information competing for attention.

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blank space dominates the image and focuses the viewers attention on the outline of form, making the image more recognizable from a distance with less information competing for attention.

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The use of shadow and lighting really emphasizes the hands. Drawing your attention in. The absence of the figures whom these hands belong to really personalize the image. Maybe a set of those hands are yours. You are now a part of this ad.

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The use of shadow and lighting really emphasizes the hands. Drawing your attention in. The absence of the figures whom these hands belong to really personalize the image. Maybe a set of those hands are yours. You are now a part of this ad.

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Because the light is coming from above, and not below or directly on the hands, we can infer that this is an important event.

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creates a bond between a generational gap with the older and younger hands

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creates a bond between a generational gap with the older and younger hands

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the cars are made to last, so you can give them to others without too many problems

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the cars are made to last, so you can give them to others without too many problems

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white people, not showing any other race may imply volkswagens may not be affordable for all.

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white people, not showing any other race may imply volkswagens may not be affordable for all.

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The ad keeps faces out of the picture. This lets you visualize the scene that might be occurring in your own head. While nothing was said about who was in the ad, most immediately saw a father passing a car to his son. Both gender and association between the people were assumed. The lack of imagery is the most powerful.

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themes of family freedom and positivity are here as well as simplicity

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themes of family freedom and positivity are here as well as simplicity

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the hand receiving the keys is in light, while the hand giving the keys is shaded 

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the hand receiving the keys is in light, while the hand giving the keys is shaded 

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it's keeping vehicles out on the roads longer instead of in scrapyards

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"Volkswagen recycling" as In turning something old into something new for someone else to use

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"Volkswagen recycling" as In turning something old into something new for someone else to use

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The father handing the car down to his child.

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the lighting is coming from above and not below

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the lighting is coming from above and not below

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the dad is asking the son to go repair the old car

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the dad is asking the son to go repair the old car

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The ad isn't about selling, just passing down the vehicle

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The ad isn't about selling, just passing down the vehicle

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Play on words with recycling meaning passing on instead of scrapping it. 

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Play on words with recycling meaning passing on instead of scrapping it. 

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Family, and pride

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the father passing down his car to his kid

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the father passing down his car to his kid

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passing down the car means it is made to last

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passing down the car means it is made to last

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shows the significance or giving and receiving not just in a father and son mentality but in all people

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The dad is recycling the Volkswagen to his son

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we assume that the older hand is a man and potentially the younger hand is as well. we associate men with cars.

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we assume that the older hand is a man and potentially the younger hand is as well. we associate men with cars.

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the parts of the hands that are touching/will be touching the keys are more lit up

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the parts of the hands that are touching/will be touching the keys are more lit up

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You don't need to buy a new car, you can reuse the Volkswagen for years. That is how it becomes "recycled"

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the hand off of something more then just a car

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the hand off of something more then just a car

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The fathers hand is above and active while the sons hand is passive and expectant. This recalls the image The Creation of Adam by Micalangelo

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The fathers hand is above and active while the sons hand is passive and expectant. This recalls the image The Creation of Adam by Micalangelo

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You can imagine that the car is old. Since the keys are leaving the older hands. Possibly stating that the car is reliable enough to pass along to a younger generation.

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You can imagine that the car is old. Since the keys are leaving the older hands. Possibly stating that the car is reliable enough to pass along to a younger generation.

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As the text says "volkswagen recycle", they could be implying that their car is good enough and last so long that you can recycle the car by passing it down to your kid or sell it.

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This car brand may be reliable because its 'recycled' so it should last a long time

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This car brand may be reliable because its 'recycled' so it should last a long time