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.
Hi Esther. It was great to read your analysis of this commercial. This commercial was the one I was having the hardest time trying to make a connection to the prompt. That lack of connection may be due to the target market or voice missing, which I represent.
ReplyDeleteI agree with all the points you stated, however, the reason I had a hard time connecting with this commercial was because I personally do not identify with anything related to Detroit. The message of inclusion is universal and the ability to obtain what you strive for is apparent. However, making it so focused on Detroit may leave some out. And let's face it, some individuals may not relate to the struggles of those who have lived in Detroit. A message that could have been stronger would have been a montage of multiple cities and thus more identifiable to a broader audience.
Hi Esther...while I absolutely loved this commercial, I found it to be more about the city than the car. I love the way Chrysler had re-branded themselves, and their commercials are always intriguing. I just think they should show more of the car. I particularly like the end, with the statement, "Imported from Detroit" (YouTube, 1.57/2.02). I took that as a direct commentary on the number of vehicles the US imports from Japan, Korea, Germany, etc. In a time when everyone is pushing to buy American, this commercial drives the sentiment home in the last few seconds of the ad. Very powerful. Thank you for your analysis!
ReplyDeleteHey Esther, although I chose to write about the Ciroc commercial, after watching the Chrysler/Eminem commercial, I very much liked your analysis. I commend you on pointing out the connection of Eminem to the commercial,as well as the symbolism that he brings. If you think about it, Eminem is very much a symbol to Detroit itself, as you stated. Detroit, once a prosperous city, has faced hardships, but with hard work, it can become prosperous again. As you stated, looking at Eminem's life story, he came from almost nothing and built himself up to become one of the most successful rappers in the music world. Highlighting this connection directly points out why the commercial used that template.
ReplyDelete