It's Halftime in America - Chrysler

Sarah Fulmer
ENG 104
Shannon Lujan
April 28, 2012
It's Halftime in America, Chrysler
Motivational Offering, Chrysler Television Commercial
‘It’s Halftime in America’ is a tribute directed to America by a cheerleader called Clint Eastwood. Halftime in America can also be differently defined as a speech and a stylistic delivery with a remarkable closing line. The motive of the speech is to market Chrysler automobiles. Chrysler is an automaker with multinational influence; the group was founded back in the year two thousand and nine following an alliance with Fiat. The company produces Ram, Fiat, Jeep, Chrysler, Dodge, SRT and Mopar automobiles and its headquarters are in Michigan, Auburn Hills in America.
The intended message
The commercial script is anticipated to display enthusiasm to its audience. The commercial has beautiful images and the Chrysler message is meticulously scripted, this is an indication of a quality studio film that identifies with the audiences. The voice of Clint Eastwood is raspy and cool. The commercial asserts that the people of Detroit have almost lost everything, and they are struggling to make a comeback. The commercial continues to state that the motor city is fighting again. Motivation arises on the sentiments that the future matters a lot and that Detroit has shown it can be done, and what Detroit can do is replicable to the whole of United States of America.
The advertisement identifies itself with the hard economic times that the Americans are facing. The company’s advertisement asserts, helps the Americans in forging a way forward and see what the future holds for the American people. As noted in Eastwood, this is critical considering that harsh times never last but tough people last. The advertisement goes ahead to state “it is half time, a simulation of the football game, the other half is coming that is expected to have better lives”. The Chrysler Company role is therefore to convince the working class on the necessity of the automobile. The commercial persuades, and encourages the audience to continue using the product or take a new action to use the new automobile (Eastwood). Chrysler commercial is powerful in that it drives the desired end result in a way that identifies with the consumer behavior.
In order to enhance awareness, a number of Chrysler commercials are vital in ensuring the existing and probable consumers note that the company is economically viable, and that will deliver the expectations of the consumers in a reliable format. This commercial credits value, as quoted, is mainly focused on the audience that success is ongoing and more advanced products are being developed to ensure continuity (Macionis, 162). The Chrysler commercial identifies with the American people. This is a way of treasuring the American workforce in driving the economy (Eastwood). This is critical in that the audiences feel appreciated and recognized driving up the need of purchasing a Chrysler automobile. The company in return increases the sales significantly; Chrysler commercial is selling more than the Chrysler product, in that the commercial is identifying itself with the hard economic times in America, Chrysler is motivating the American people by actively showing that Detroit has done it, a scenario that can be replicated to the whole of United States.
What are the producers attempting to sell and how are they attempting to sell it?
The producers are after selling Chrysler automobiles; they are attempting to sell Chrysler automobiles by relating the product with family, values, work, ethic and class (Wiedemann 199). Clint Eastwood presents the commercial in an effective model with rhetorical devices indicating yester importance as today’s importance, repetition of key words to emphasize, pausing to allow the audiences synthesize the message, choosing the right words to convey the message, application of contrast and an ending note with a call for action. The ending of the television commercial is powerful and subtle.
Considering relation of Chrysler automobile with family, this is clearly seen in the commercial by an American man dropping children at school. This shows the direct relation of the family issues with Chrysler automobiles. This is critical in convincing people with families on the necessity of a Chrysler automobile. The message being created in the minds of the audiences relates to remembering the family, and at the same time, Chrysler automobile feature triggers in the minds of people with families (Kanner 102). Chrysler automobile drives the families to work, children to school and any other transport necessity. It is believed that Chrysler automobile commercial identifies with the American values (Macionis 164). This is critical considering that American population is diverse with a set of diverse values. American culture is driven by belief systems and values of the American multicultural society. The common American values resonate with individual freedom, choice of education, the family and privacy (Macionis 166). Chrysler automobile commercial has made sure that it incorporates the American values to create an impact to the audiences.
Individual freedom is expressed by the Chrysler automobile commercial in that the American people have the right to choose, which resonates with independence, individualism and freedom. Every person controls his/her own destiny. American society believes in being their own bosses, this is critical considering the American future. Chrysler automobile commercial has emphasized on the necessity of maintaining the American values (Macionis 168). They assert that Chrysler automobile facilitates values, in addition it grants the Americans people choice of education. This is well captured by the Chrysler automobile commercial, there is an American person dropping children off to ...