Cadillac Commercial Essay

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In the last nine weeks, I have been working on Cadillac’s commercial for its first electronic car as my object of study. Cadillac is a luxury car manufacture company and its target consumer includes politicians and middle class and upper class people all over the world. The commercial of 2014 ELR series is a debatable advertisement in America and it has hit 70,095 views on the YouTube. Through my analysis on its connotative and denotative meanings and a further study on how this video is related to American people’s consumerism and cultures and how the construction of general gender roles is formatted in this commercial. There are two questions having aroused my interest in order to continue my research based on this type of commercial: …show more content…

For my first question, I would analyze Cadillac’s other commercials in the last decade to find if they also contains element of American Dream and compare the commercial in recent 10 years for Cadillac 2014 ELR with them to summarize the common features of Cadillac car’s commercial. Cadillac focuses on the market of consumers with high income or high social status. Therefore, its commercials always mirror an image that success is correlated with hard works. This concept is also bonded with the idea of American Dream. Based on my analysis paper of connotative and denotative meanings in the 2014 Cadillac ELR commercial, I wanted to delve into the study of how Cadillac’s commercials embody the idea of American Dream in order to persuade people to consume their cars through its dialogs. This commercial reflect to its audience that Cadillac car is categorized as luxury product because of its high price and advanced technology. I would analyze some highlights in this commercial. For example, the male speaker in this commercial does not seem to communicate with his two kids and this man suddenly changes his casual cloth to formal suit. These highlights mirror the negative influences of the blinding belief in American Dream that hard works separate parents from their children and some healthy problems will appear if people work too

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