The 4th Wall Of Advertising

I think the "4th Wall Of Advertising" is making the audience feel as if you are letting them in on a secret by telling them the product's disadvatages and then turning that around and telling them their advantages and letting the audience make a decision for themselves. Branbach employs this with the Volkswagen ad by telling the audience what the car doesn't and then telling them what it does have. It lets the audience make a decision for themselves and makes them think about why he is telling them the bad things about the car. It's made more effective by the huge amount of white space around the car.

4th Wall Of Advertising = Not going to treat the consumers as idiots, creating advertising that makes them think and make a decision for themselves rather than telling them what to do. Branbach believed you had to start with the product, investigate the product before anything else. Apple subverted this 4th wall concept by taking the PC's shortcomings and comparing them with that of the Macs.