The advert above is a 2012 Chrysler advert, that is played
in the super bowl half time. There are so many things that place this advert at
the heart of American consumerism, right down to the language and the use of
images of those working class citizens, who work hard each day every day. ‘who
all pulled together’ After the downturn in the auto industry, using the metaphor
of America being in a game; its ‘half time in America’, ‘and there people who
are all wondering what they are going to do’ the financial crisis and rise in unemployment
was ‘the fog, division, discourse and blame that made it hard to see what lies
ahead’, but after more jobs are being created and the auto industry has received
a stimulus package that has allowed ‘America to make a comeback’. America car
industry is back on top and Chrysler is at the centre of this comeback, thus
the centre of America. The use of Clint Eastwood, a very iconic figure,
associated with America’s greatness and success. The language also displays a
very ‘American’ sentiment, all very emotive, and the idea of ‘what’s ahead’. The
idea that America is ‘one’, ‘together’, portrays the idea that its America
against the world, and America ‘ cant not be knocked out with one punch, [they]
get right back up again and when [they] do the worlds going to hear the roar of
our engines’ and Americas ‘second half is about the begin’ all point to,
America as the land of prosperity and opportunity, which it will remain in centuries
to come. The basis of American Patriotism.
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