American Consumerism - Chrysler

The advert I have opted to look at is the 2011 Chrysler advert featuring Eminem. Following the references to Henry Ford and his legecy, which was established in Detroit, Michigan, in the last lecture, I thought this advert would be a perfect example to analyse. Although it makes no direct reference to Ford himself, his influence and legacy is clear in the speech that accompanies the commercial.

Ford represents and embodies many of the USAs traditional ideas and characteristics. The advert talks about how although the Detriot "has been to hell and back", "hard work, conviction and a know-how that runs generations deep" enables the city to flourish. This makes direct reference to the 'American dream' theory, which states that by working hard and showing determination you can see yourself through hard times. By applying traditional American values to the commercial, the company makes their product seem very American, in turn making the consumer believe that buying the car is in a sense an act of patriotism.

The commercial, as well as seemingly representing America as a whole, also promotes the idea of Detroit itself. The narrator explains how "We're from America, but we're no New York City or the Windy City or Sin City, and we're certainly no-ones Emerald City", making the car an exclusively 'Detroit' product. On one hand this commercial decision might limit the products popularity as it is only appealing to people from one small area of the country, particularly for people from the places that the advert specifically disassociates itself from. On the other hand however, when we look closely at how these places are all large corporation run cities, it could be suggested that the product reflects the small-town side of America which is something which still appeals to many.

Another key feature of the advertisment is the inclusion of the Detroit native and world famous rapper Eminem. His song 'Lose yourself' accompanies the commercial, building up gradually throughout, and he himself features at the end. On the surface this is seen simply as an advertising tool to give the product greater appeal, but beneath the surface his appearance represents far more. He represents the 'Rags to Riches' story of a boy born into tough circumstances who overcomes disadvantage to become successful. This accompanies the general theme of the advert, therefore perfectly concluding the advert.

The final line, spoken by Eminem, "This is the Motor City, and this is what we do" again reflects the idea of continuity that can be associated with Chrysler and the Detriot motor industry. The company, through this final line in particular, allows the consumer to feel like they can rely on the car and the company and that they will see results. The traditional American characteristic of efficiency and simplicity is identifiable through this.