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American identity and consumer culture
George washington the man and the myth essay
George washington the man and the myth essay
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With emerging foreign markets, especially in the automotive industry, the domestic rate of consumer activity has dropped immensely. In the 2008, America was in one of the worse economic destructions since anyone could remember. The economy almost crashed completely, and along with it dragged the automotive industry, specially the domestic company Chrysler, which included Dodge vehicles. It was a necessity that Dodge needed to figure out how to best reach out to consumers to lift their business back up, and so they did. They envisioned a patriotic appeal to drive the customers to their doors, literally. Through the implementation of historical references including the British Revolutionary War and our first President George Washington, Dodge …show more content…
The commercial takes place during the British Revolutionary War, setting the audience back in time, an allusion into the past. It makes the audience feel like we worked hard to get where we are today in this country, and that without the brave soldiers fighting hard against the redcoats, we would be nowhere. The redcoats flee in fear when George Washington and others drive Dodge vehicles straight towards them. Consequently, leaving the audience in awe. Dodge uses George Washington as the main character in their commercial for more more reasons that you can count. For one, they use it because he was the first President of the United States of America, so in fact he is considerably credible. He also embodies true patriotism; a proud general, man, and leader of this amazing country. The commercial depicts that when George Washington drives courageous through the meadows charging towards the redcoats, he has no fear because he has the roar of the Dodge engine to scare them away. In doing this, the audience is able to connect with George Washington’s power and strength to make them feel proud to be an American, driving an American Dodge Vehicle. Throughout the commercial, ironically a calm violin is being played while all the fighting and cars are viciously trudging …show more content…
Rather, Dodge was trying to establish that by buying domestic vehicles you are “buying American.” If you buy American, you are the proud, patriotic citizen you are expected to be. Evidence - its a muscle car
To sincerely understand and comprehend what Dodge’s commercial stands for, one must be educated about the history and all that occurred during the economical downfall in 2008 and succeeding years. To a further extent, they need to understand and relate to such references of the British Revolutionary War, George Washington, and understand the impacts emotion has on an audience. In essence, they will be unable to dig deeper into the true meaning and they will only hit the surface of this
This paper will focus on the future of the U.S. Automobile industry as the United States recovers from the worst recession we have experienced in the past 75 years. I will provide information on the following topics pertaining to the U.S. automobile industry:
Allstate Insurance makes itself notable by employing a commercial that divulges a short story of the consequences that a distraught teenage driver can inflict while on the road. Its use of various visual and verbal elements makes the advertisement acutely effective since it seizes the audience’s attention with colorful and amusing displays, while alerting them to the dangers of uninsured vehicles in a memorable way. Moreover, the commercial’s tactful use of several fallacies serves to distract and humor the audience into being swayed by the company’s claims. In short, the advertisement combines all these tools into making an effective, persuasive, and interesting campaign.
The automotive industry is without a doubt an industry that has massive implications relating to the United States economy as well as affecting every American household. Shifts in the supply and demand of automobiles influence the current and future household purchases. Households must determine what amount of their hard-earned income to allocate to certain necessities. Because most households have a budget, the amount spent on transportation it limited. While most industries have an effect on the economy, the automotive industry has far-reaching implications for most Americans. Not only are the workers affected but the many spin-off jobs created as well as the consumers that must purchase the automobiles manufactured.
Chrysler is an American automobile production company, which was first founded by Walter Chrysler in 1925. This prodigious American based automobile production company never hesitate to spend top dollars for their ad’s campaigns. In 2011 Super Bowl’s commercial, Chrysler published a commercial for its new modal car Chrysler 200 speeding 9 million dollars. The Chrysler 200 ad campaign was created by great agency “Wieden+Kennedy”, which is known for its controversial intrepid ideas, and has worked in the past for Chrysler and Dodge brand, and other famous brands such as: Nike, and Cock. The commercial encapsulated the great art of rhetoric, and used it through pictures, clips, and transcript to introduce the new modal of the products to the publics by targeting their emotions,
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
In the United States, modern car manufacturing has been historically dominated by the American companies including Ford Motor Co., Chrysler Group LLC, and General Motors Co. These three companies, known as the Detroit Three, controlled 95% of the market in the 1950’s and the dominance continued until the beginning of the 21st century. In the 1980’s Japanese auto manufacturers entered the United States, a decade later the Germans, and finally in 2000’s the Koreans. By the end of 2009, the Detroit Three only accounted for 45% of the total U.S. auto market. Another factor that had influence on this was constant fluctuations in gasoline prices and price sensitive consumers. According to the U.S. Department of Energy, gas prices hit record high averaging $3.07 per gallon in May 2007 and kept climbing up to $4.08 in July 2008. As gas prices kept increasing, consumer buying trends have been changing. In 2006 sales for SUVs, pickup trucks, and vans dropped 16%, while the market for compact cars rose by 3%. Unfortunately, the Detroit Three were not prepared for this since their...
Why are Super Bowl commercials important and popular in American culture? The Super Bowl is historically known for having high viewers. There is an average of 112.2 million viewers watching the game (Marketing Charts). Americans are anxious to watch this televised game because there are many high profile companies that broadcast their new commercials and upcoming products. Most of these advertisers are portraying their products as a luxury or as a necessity in the everyday life. Advertisement companies influence buyer’s choices by portraying their luxurious products as a necessity. It is evident and clear that consumers acquire products that enhance their image and prestige. In other words, “products were made to appear not only desirable, but absolutely necessary” (Maasik and Solomon 177). Audi for example, is known as a German brand associated with lavishness and prestige. Therefore, Audi successfully influences consumers to link the purchase of their exclusive and classic vehicles to acquiring a high status symbol. Audi’s commercials use real-life examples in order to connect with their audience. As Solomon mentioned, “If the American dream encourages the desire to “arrive,” to vault about the mass, it also fosters a desire to be popular, to “belong” (545).” According to Solomon many populist commercials transform products into signs of belonging and usually appeals working class values (Solomon 545). Audi concentrates in producing ads with scenarios because they want their audience to specifically imagine themselves driving the vehicle at the moment that they are watching the commercial. For example, the television ad presented on the Super Bowl (2013) by Audi, “Prom,” suggests the importance of attaining a product that is lu...
The American consuming public has a long history of imposing patriotic consumption decisions upon the marketplace. They may be small things, like choosing to consume “freedom” fries over french fries or looking for the “Made in USA” label on products, or they may be forceful actions, like revolutionary era boycotts of British tea or holding foreign food and drug products to American standards. Recent anti-SUV campaigns have grown out of this legacy of consumption protest. The Detroit Project is at the forefront of promoting anti-SUV sentiment to a mass audience.
Apparently, the ad is part of a Dodge Ram partnership with the National FFA Organization (Future Farmers of America) “highlighting and underscoring the importance of farmers in America,” according to a statement from Dodge parent company Chrysler. The car company says that every time the ad is watched or shared on YouTube, Chrysler will donate to the National FFA. Dodge is using this commercial as a way to associate the “mighty farmer”, who people depend on, with their mighty truck, which is dependable for heavy farming needs. They are trying to persuade you to purchase the Dodge Ram because, according to the manufacturer, the Ram is tough, can withstand whatever challenge you put it through, and can stand the test of time, just like the farmer. At the end of the commercial, the narrator indicates that the son wants to follow in the father’s footsteps. This is important because Dodge would like their vehicles to continue to provide for future
After World War I and during the 1920s, America’s economy was growing to be the best in the world. Consumerism had led to the increase in purchases made by Americans and the amount of products that had been produced. Some of the consumer goods that were now in demand had included the automobile,
In order to successfully launch the Discovery, LRNA had to identify a target market. The influx of Japanese models proved that consumers clearly wanted an SUV. As with any successful product launch, it was imperative for LRNA to identify its target market. The American market was dominated by Jeep and Ford at the time. Land Rover decided that they could deliver a product that would satisfy consumers as well as compete with the market leaders. Analysis of research data revealed that two separate groups of consumers were the most likely to be in the SUV market. The first group is comprised of young, childless adults. Generally affluent and upwardly mobile, they wanted their vehicles to portray a symbol of status and image. This information appears to belie the data found in exhibit 8. For example, when consumers intending to purchase an SUV were surveyed on the most important attributes before buying, they scored status/image among the lowest. These results, however, were considered biased because people are less likely to admit in person that they bought something for the status it provides. The second segment of consumers who were likely to buy an SUV were older, middle-class Americans that valued practicality and utility over image and status. They wanted a vehicle that was dependable and carried a strong road presence. Further market research revealed even more information about the type of consumer that intended to purchase an SUV. For total SUV buyers in 1994, they were married people who had attended college and who averaged about $63,000 dollars per year in annual income. In fact, For Land Rover vehicles specifically, however, the numbers revealed that their customers tended to earn a significantly higher income than the res...
For over 100 years there has been a car brand that leaves the impression of quality, reliability, and luxury. This brand is Rolls-Royce. The combination of Fred Royce and Charles Rolls created the brand in the early 1900’s. Rolls Royce is targeted at a particular audience. Their branding however is still impacting on all audiences; just certain people can afford it. Rolls Royce is idolized in the eyes of the public, from rap videos to mega millionaires. When you can afford a Rolls Royce you have made it big in societies eyes. Why is this so important in branding? It creates a strategic plan for them to follow. The strong brand image of Rolls Royce has evolved to have memorable, meaningful, likeable, transferable, adaptable, and protectable qualities. Rolls Royce gets many benefits from using these qualities in their branding. They have had many creations of advertisements through their branding ideology.
Ever since the day we were born, we as Americans have been taught to grab the bull by the horns and go for their dreams. Family, schools and the media, to name a few, have carefully programmed us to accomplish great things, to have good jobs, and most importantly, make money. In this success driven culture many people will do what ever they need to do to become wealthy and powerful. Unfortunately, the paths they take to their pot of gold can leave, us as a society, looking greedy and shameless. With its new advertisement of the Viper SRT-10, Dodge has clearly captured some of our society’s view on money; do whatever it takes to get it. It pictures an old wealthy man and his beautiful, young bride with a brand new Dodge Viper sports car sitting in the background. In our days of Anna Nicole Smith and countless other gold digging Playboy bunnies, not to mention all of the not-so-famous people doing the same thing, this ad truly fits into our time and culture. In fact, if this ad was published 30 years ago, the majority of the population would be shocked, maybe even outraged. However, seeing it today, most Americans, including myself, laugh at it because it is something we have become accustomed to. Dodge has done a great job in choosing their audience and knowing how to get their attention, by using a humorous and thought provoking picture, a well planned color scheme and a clever slogan.
Throughout the years, Diesel has promoted their brand through their innovative and typically outlandish advertising. Their unique and successful marketing techniques have helped them gain popularity. They have a reputation for the “ability to create fresh, radically rebellious, inspiring and sometimes nauseating ad campaigns that really set the brand apart from the pack” (Sauer). Their absurd ads have gone as far as encouraging smoking an obscene amount of cigarettes in a day in order to get that “sexy cough” or approving the drinking of urine in order to stay young (Copeland). Diesel’s ad in 2007 for their new clothing line depicts two models relaxing on top of a skyscraper surrounded by a flooded New York City. Diesel’s ad is effective in promoting their name through shocking photography which creates a strong emotional response and lasting impression. Diesel targets global warming, a hot topic social issue, as a way to promote their brand but does not actually support it.
Starting in the 1920’s America began its shift towards a consumer culture as the economic growth of the nation began to depend more on the proliferation of consumer goods than of capital goods. Even at the outset of this trend, the automobile held a significant place in the new consumer economy. The automobile, which was once thought of as a rare luxury, was being sold by the millions. Assembly lines were becoming more efficient, thus allowing cars to be made more cheaply allowing the price of automobiles to drop. The growth of the automobile helped stimulate the economy through its dependence on other industries such as glass, rubber and steel, which were connected to the production of cars. These automobile related industries created new jobs, greater affluence and more spending power for millions of American consumers. Even at the beginning of America’s transformation into the consumer culture of today the automobile was at the forefront this conversion.