This paper compares and contrasts two 2011 automobile commercials — one for the Dodge Charger, tied to the film Fast Five, and one for the Chrysler 200, featuring Eminem — to examine how each uses propaganda techniques to reach a young adult male demographic. The analysis covers bandwagon, transfer, testimonial, glittering generalities, plain folks, card stacking, and implicit name-calling techniques. By identifying how each brand associates its vehicle with popular culture icons and middle-class values, the paper demonstrates how advertising rhetoric shapes consumer perception and loyalty.
This paper demonstrates point-by-point comparative analysis: rather than describing one commercial in full and then the other, the author organizes each body paragraph around a specific rhetorical device and evaluates how both commercials use (or avoid) it. This structure keeps the argument focused and prevents the essay from becoming two separate descriptions loosely joined by a conclusion.
The paper opens with a brief introduction identifying both commercials and stating the comparative purpose. The body moves through six propaganda techniques — bandwagon, card stacking, transfer, testimonial, glittering generalities, plain folks, and name-calling — applying each to both ads in turn. The conclusion synthesizes the findings by confirming that both brands target the same demographic through overlapping but distinct rhetorical strategies. The structure is compact and appropriate for an undergraduate comparative essay.
The 2011 commercial for the Dodge Charger integrates the release of Universal Pictures' Fast Five with a parody of high-brow art-house entertainment, appealing to fans of action/adventure, comedy, and car chases. Meanwhile, the Chrysler 200 commercial that debuted during the 2011 Super Bowl incorporates images of Detroit and Eminem's Academy Award-winning track "Lose Yourself." This paper compares and contrasts both car commercials and shows how each uses varying approaches to reach a specific demographic.
Both commercials rely heavily on the bandwagon propaganda technique. Dodge — employing the card stacking technique as well — aligns itself with one of the biggest films of the year. As part of the Fast and Furious franchise, Fast Five commanded a very large fan base that showed no signs of dwindling. The bandwagon technique here, with a catchphrase asserting that everyone who is anyone knows how much greater films are when they feature cool, fast cars, rides the success of Hollywood blockbusters to attract the typically young adult male audience likely to see Fast Five.
Chrysler likewise employs the bandwagon technique by hiring Eminem to promote its new Chrysler 200. Eminem, famous for his Detroit roots, is shown driving the new car through parts of Detroit, where the car is also shown to be manufactured. The bandwagon appeal calls out to millions of Eminem fans: if Eminem drives this car, so should you.
Both commercials also employ the transfer technique. By associating the Dodge Charger with the Fast Five film, Dodge presents itself in a highly favorable light — fashionable, fun, hip, and on the leading edge. Chrysler, too, by associating its car with Eminem's music, history, and personal brand, positions itself as the car of choice for Eminem devotees. Fans who feel strong positive connections to both the film and the musician are likely to transfer those feelings onto the advertised vehicles: "By linking an item to something the subject respects or enjoys, positive feelings can be generated for it" ("Propaganda Techniques").
Coupled with the transfer technique is the testimonial technique that Chrysler employs by having Eminem essentially announce that — echoing the spirit of his music — the way to restore respect to America's cities is to buy American-made cars. Eminem's testimony, "Keep Detroit Beautiful," is a key ingredient in the commercial's design to appeal to its target audience: the young adult male of middle-class values ("Chrysler Commercial 2011").
Both commercials reach their targeted demographic through the use of various propaganda techniques that appeal to the young adult male audience with middle-class morals and values. Through glittering generalities, transfer, testimonial, plain folks, card stacking, and the bandwagon technique, both Chrysler and Dodge reach out to their target age, class, and gender groups — each arriving at a shared audience by way of distinct but complementary rhetorical strategies.
"Chrysler Commercial 2011." YouTube. 5 Feb. 2011. Web. 4 June 2011.
"Dodge Commercial 2011." YouTube. 1 Apr. 2011. Web. 4 June 2011.
"Propaganda Techniques." Oracle. Web. 4 June 2011.
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