What's interesting about that ad isn't the superficial message ("Why buy a car like a Golf when you can buy a Golf?")
It's that it's playing off the fact that in real life everyone tenRAB to compare all other cars against the Golf, and always use it as the benchmark of quality and desirability in a car. Except that they don't, at least not as much as the ad is implying... but that *is* the association they'd like to get in your head.
It's stronger because it's unspoken, simply taken for granted- it must be true, as it's the basis of the advert, right?
And if you repeat something often enough, it becomes true; people think of the Golf as *the* benchmark. Sneaky.