Eminem & Motor City
The purpose of this video is to create a sense of
opportunity for achievement by those in the struggling working class. This
video is intended to advertise a luxury vehicle in an area(Detroit) that is
portrayed as difficult. The video is created to allude that the luxurious and
carefully crafted vehicle can be accessible to all people regardless of income
and experience. The video implies that Detroit
has been through various struggles and tribulations that they could overcome
and conquer; this allusion is intended to imply that like Detroit, Chrysler manufacturer
has overcome several obstacles to achieve and conquer other brands in order to
perfect theirs. The video targets a specific audience in that Chrysler should
be purchased by those who live in Chicago. The commercial specifically captures
the eye of those who struggled throughout their life and desire luxury or those
whom “been through hell and back”. The appeals to the audience by using terminology
such as “the hottest fires make the hardest steel”, this term can literally
refer to the materials made to compose the vehicle and it may also refer to
those who live in Detroit that endure and overcome hardship and deserve luxury.
In the video, Eminem creates credibility for the audience because those who are
familiar with his background realize that he is also from Detroit and has also
succeeded many of life’s obstacles. The vehicle’s finer qualities and elegant appearance
can be attainable by several people. Eminem has been singled out because he
illustrates success in America and shows his pride and admiration for his
hometown and uses the vehicle as a symbol for success and power. The commercial
uses the church choir to symbolize that Eminem should be idolized due to his Chrysler.
The church choir actively sings in the presence of the rapper to expose Eminem
as powerful with the possession of the vehicle. This medium was used to market
the public because it created commonality by using setting and celebrities as
the voice of the people.