Rhetorical Analysis of Superbowl Commercial- Chrysler 2011

This commercial begins with showing everyone a city, particularly the streets (highway), signs, and industries. There is barely any background sound except a subtle mechanical noise. The sky is cloudy and the speaker starts with asking viewers questions. "What does this city know about luxury?", "what does a town that has been to hell and back know about the finer things in life?" All of these things grab the viewers attention and causes them to think. In a way it reminds people of their misfortunes. The winter  scenery with the trees being stripped of their leaves and the pictures and voices of hard workers are shown and heard, appealing to a person's emotion (pathos). People feel and believe they deserve the best for all the work they do and this commercial causes that feeling in the viewer. It appeals to people who work and drive every day. It appeals to people who are patriots and true Americans. 

There is a sense of pride and nationalism, with the image of the fist statue and the American Flag flying through the air, representing power and the comeback we Americans always make. Every person has their ups and downs and here in this ad, it is showing you that the city of Detroit does too. It are relating this city to you, to everyone. The viewer then has a specific liking of this city and/ or ad. They are trying to connect to all Americans through being realistic but positive at the same time. 

Don't you want a car made and from your homeland? Don't you deserve the luxury after working so hard? This city represents the real luxury of America. It is not New York City or the Windy City, but it is the city of Detroit. The city where there are sales in the stores and where people hold the door for you and wave such as the doorman shown. Detroit is the place where you will find the greatest things because it consists of the hardest workers and the hardest steel. As the other statue shows, it is where gold is in the palm of your hand.

The music then begins to pick up its pace creating more of a crescendo and the Chrysler is finally fully shown. The person driving the car is now in luxury, having gone from dark dreary empty streets and the "down" state of mind to greatness and a more "alive" state of mind. You see that the driver of the car is the famous music artist Eminem. This is the appeal to authority. Some people know that Eminem has had a difficult life with a lot of ups and downs, but driving this car makes his life all the better. Finally there is the gospel chorus. The commercial is trying to hit all aspects of humanity: the idea hell, hard work, the fight, the comeback, peace, and finally faith.

Having a Chrysler is a Godly thing that is made from your homeland and it is yours for the taking.