Super Bowl is one of the most watched American television broadcast. In 2011 Super Bowl become the most watched television program in the history with an average audience of 111 million. While Super Bowl get the attention of the audience and keep increased the viewership, the top company found their way to make commercial for their brand and products, and broadcast the commercial during the Super Bowl games domestically. Super Bowl commercial became a culture among the people. Most of the people even don’t watch the games but the commercial during the games. The top brand companies also start spending big chunk of money to make the best attractive commercial for their audience. Among those best polished commercial was the Chrysler automobile corporation commercial, which changed the public view of Chrysler, and did a great work by using pathos appeal to attract audience by stimulating their emotions.
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,
The commercial used controversial pop culture icon, Oscar-winning hit rapper “Eminem,” and the historic city of Detroit with thumping background music from the famous movie of Eminem “8 Miles” to approach the audience through pathos appeal. The commercial began with old historical city of Detroit, and voiceover having judgmental tons asking audience question about the luxury of the Detroit city in such words: “I got a question for you. What does this city know about luxury? What does a town that's been to hell and back know about the finer things in life?
"Well, I'll tell you: More than most. You see, it's the hottest fires that make the hardest steel. Add hard work and conviction, and the known how that runs generations deep in every last one of us. That's who we are. That's our story” (Kennedy).
While narrator giving the tour of the Detroit city, the theme of the commercial gives visual emotion to the audience by showing the pictures of Detroit city, which was once icon of industry and manufacture, and billowing smokestacks above the dark roads of Detroit, which represent the recent declaim in the economy of Detroit. After showing the emotional pictures, the commercial quickly took a punched attitude to attack the sensitive nerves of audience, and gave them...