Eminem And Motor City
Eminem And the 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.
Reference
https://www.youtube.com/watch?v=SKL254Y_jtc
Reference
https://www.youtube.com/watch?v=SKL254Y_jtc
Esther - Thank you for the interesting critique! The commercial is interesting in that it does address such a specific audience. It is targeted at Detroit, a city often referred to as a "dying city" because of the loss of so much industry in the area. The commercial even goes so far as to say that it is NOT targeting other areas like New York City and Chicago. It aims directly at Detroit. I don't know where this commercial was played, or if it was given national audience, but I do find it strange that they have spent so much time and effort to appeal to just one city. As a consumer, I didn't feel like the commercial spoke to me at all, or enticed me to buy anything. I felt like I was almost intruding on a private conversation between the company and their intended audience.
ReplyDeleteI agree that Eminem's presence gives the commercial added fidelity, and further intensifies the "Detroit strong" message that they are pushing. Eminem is certainly trusted and idolized by many from that area, because, as you said, he has been such a strong proponent of Detroit's progress.
Definitely an interesting commercial that set's itself apart from other advertisements, for better or for worse!
Esther, I also enjoyed reading your analysis of this commercial. I particularly appreciated the way in which you highlighted the parallels between the experience of Detroit as a city, the Chrysler company, and Eminem. Interestingly, my experience watching the commercial was a bit different than that of Erika. Although I was not necessarily part of the target audience, I felt as though I was being given a thought provoking view into the struggles and experiences of a place and a culture which I had not spent much time considering in the past. One piece of the commercial that stood out to me was the waving American flag that was highlighted. For me, there was a sense of pride and patriotism embedded within the commercial. Your careful deconstruction of the purpose and intricacies of the commercial really helped me to process it on another level.
ReplyDeleteThank you! I appreciate you feedback! I personally enjoy viewing literature and visual text through the lens of those that are either oppressed, or disadvantaged hence why this commercial caught my eye specifically because it appears to appeal to those that are oppressed by Detroit and at a economic disadvantage. I wonder if this commercial can also be seen as insulting or offensive. One my question whether using Chrysler to emphasize Detroit's struggle is ethical. I'm sure there can be a valid argument for that lens as well.
DeleteHi Esther! Great post! I like that you focused on the text part of the commercial. Chrysler clearly chose their words very carefully in they commercial to represent not only their brand of cars, but also what the city of Detroit represents. I also agree with your point that using Eminem adds credibility to their ad because it is proof of the greatness that Detroit produced. He also represents someone who has always been proud of where he is from and never shied away from talking about where he was born and raised. Eminem of course appeared in a movie about growing up in Detroit and all of the struggles he faced and overcame. The commercial mostly created a feeling of pride. Don't let what others think of you determine your success. Most people consider Detroit a forgotten about city, but Chrysler is showing that luxury can be made in that same city.
ReplyDeleteHi Esther,
ReplyDeleteThanks for sharing your thoughts on the Eminem and motor city commercial. I actually remember seeing this ad (before the day of fast forwarding commercials). I really like the message of the powerful music and pushing the luxury car. I like how you point out the, "been through hell and back," attitude. This appeals to a society who feels down in the trenches looking up.It has a narrow audience of the younger working class. Not only is this marketed to the people of Detroit, and the auto industry but it speaks to American pride. The ad is especially effective because of the dramatic ending. The full choir and long pauses really bring the point home. Both this commercial and the vodka seem to sell elegance and luxury along with their product. I wonder what that says about the target consumer.