If you watched the Super Bowl last year then I am sure that
you saw the Eminem and Chrysler commercial that I embedded above. I was
really excited about this assignment because I do tend to look at
advertisements, in general, in a more analytical way. Why? I'm not
really sure. I think one reason could be that I see myself as an educated
consumer. I agree with Kellner & Share's (2005) fourth principle of
critical media literacy: "Media messages have economic, political, social,
and aesthetic purposes". I think that this principle rings true in
regards to this particular commercial.
Rewind to last year at this time. The country was in
even worse shape economically than it is today. The Wall Street and Auto
Bailouts were still making headlines in the news. Many people were losing
their jobs, homes, and small businesses. However, during all of this
mess, some companies were deemed "Too Big to Fail" by the government
and received special funding and tax breaks to keep them afloat. The
majority of the American public couldn't understand why certain companies were
not allowed to fail, by government standards, and others were left
floundering. Chrysler, the company responsible for the commercial, was at
the center of this controversy, having received the largest proportion of the
Auto Bailout funds from the United States government. At the time of the
Auto Bailout, Chrysler, once a major player in the US auto market, was on the
brink of a total collapse. Many politicians and economists argued that if
the US government did not intervene and save Chrysler, the social, political,
and most importantly, economic repercussions to the state of Michigan, in
particularly the Detroit area, where Chrysler is headquartered, would be
catastrophic.
So that little history lesson brings us to the commercial
itself and what it represents. It is apparent to me that the focus of
this commercial isn't necessarily on a particular product. It is much
more than that. The focus is on the branding of Chrysler itself, its re-acceptance in American society, and its rebirth. However, this rebirth
isn't the invention of another new and failing product line. This rebirth
is specifically aimed at the old successful Chrysler of yesteryear and what it
accomplished in conjunction with the people of Detroit.
Notice how the director of this commercial focused on
highlighting the older grandiose art deco buildings in Detroit. How did
they get there, who built them? The answer is the Big Three Auto
Companies, especially Chrysler. In their heyday they were very successful
and they were solely responsible for the economic prosperity in the area.
Their profits were made on the backs of hard working "blue collar"
Americans, hence the focus on the painting depicting the assembly line workers.
The narrator of the commercial alludes to that, using terms like
"generation", "hard work", and "know how".
Detroit was once a very productive and prosperous city, whose citizens knew of
the finer things in life. Again, the focus on the architecture, the
statues, the painting, and the few citizens in relation to Chrysler's product
riding through the streets of Detroit brings about a sense of familiarity with
the relationship between hard work a higher socio-economic status. Isn't that
what the American Dream is all about?
The commercial closes with Eminem, a successful Detroit citizen, pulling up to a
beautifully restored theater, which has "Keep Detroit Beautiful"
displayed on its marquee. One may take this message as a sign for the
citizens of Detroit to follow. The city is run down and crime ridden---a
shell of its former self. And this theater is a beacon, with its bright and
colorful neon signs. However, this sign is much more than a simple public
service message. The phrase "Keep Detroit Beautiful" is telling
consumers that to keep Detroit beautiful you need to purchase this car.
The money generated from its sales can save the city and restore it and the auto industry to the grandeur
that they once knew. The responsibility to bring the city back is now placed in the laps of the American public. The commercial's purpose is to make you forget about Chrysler's gross management missteps and to focus on...First--What can I do to help these people and their city? Secondly--What can I do to help my country be number one again? The choir inside of the theater in my opinion
represents the hope of Detroit's citizens. Their heads are bowed in what one can assume is prayer. Eminem's simple directive at the
end, "This is the Motor City, and this is what we do" summarizes Chrysler's theme--back to what we know worked, you trusted us then, so trust us
now.
Jen,
ReplyDeleteYour point about the context of what was occurring in our country at the time that this commercial was filmed is an important one. Eminem as a public figure is a person who has overcome strife and poverty, reflective of the economic situation. It seems like Chrysler is saying that like Eminem, we, too, can move past those enormous hurdles and succeed (perhaps if we drive a Chrysler).
:) sheila.
Jen
ReplyDeleteWow! Great insights in this post! I liked how you connected history and current economic realties to frame your reaction to the commercial. I agree that so much more is accomplished (or attempted) in this add. In general, when I first started seeing these adds they did resonate with me. I believe strongly in buying American but certainly do not judge those who don’t since you cannot argue with those who want the best product for their hard earned money. It really is speaking to where we are as Americans and even as a country. I also think it is a call to citizens of Detroit and the entire country to consider what they buy and what are the possible ramifications of what we buy, when, and how. This add certainly had layers as did your explanation – great job!