This article has been subjected to double blind peer review

This article has been published in: Ocula 33, New Forms of Textuality in Advertising Communication: Discourses, Practices and Narratives

author: Piero Polidoro (Università LUMSA, Roma (IT))

The Force of a well-made Text. Semiotic Analysis of the Commercial 'The Force' by Wolkswagen

language: italian

abstract: Volkswagen The Force commercial, created by the advertising agency Deutsch Inc. for the 2011 Super Bowl, was a great success with both the public and critics. Its success is not only the result of a clever dissemination strategy, but also of its quality as an articulate and rich text, with different narrative levels. The story of the child trying to be Darth Vader is perfect for making everyone smile and feel tender, but The Force is also the story of the educational dynamics that occur between the two parents. The generative semiotic analysis of the text highlights the complexities of its narrative structure and its success as a well-made text.

citation information: Piero Polidoro, La forza di un testo ben fatto. Analisi semiotica dello spot 'The Force' di Wolkswagen, "Ocula", vol.26, n.33, pp.67-86, March 2025. DOI: 10.57576/ocula2025-7

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