Recently we have seen several car commercials in class. Many classmates decided to analyze the appeals car companies make to American audiences so that they buy their products. However, all of the car commercials that were analyzed were American car companies. They spoke to American values and American life. But what about foreign car companies? How do they appeal to an American audience?
American car companies such Ford, GM, Dodge appeal to American values of hard work, commitment, and determination. They continuously portray their vehicles as rugged and tough, and “built to last”. Through these appeals they hope that the audience will trust their cars and trust them as companies. In several new commercials these American car companies draw upon emotional appeals to get their audience on board. In one commercial, Dodge makes its new vehicle, the Challenger, synonymous with the freedom. In the commercial, as the Challenger rolls through the battlefield of the Revolutionary War, a flag is flying out of the window. This is a very “American” commercial in every sense. By portraying the past in a humorous, modern light, it appeals to our ideals of freedom, justice, and strength. This commercial places an American car, the Challenger, in a very American atmosphere.
Foreign car companies are very effective in conveying their messages to American audiences as well. Companies such as Hyundai, Honda, and Nissan appeal to their American audience in a different way. Instead of capturing the importance of the American values of hard work, determination, and commitment, they stress the importance of harnessing the future, as their cars are always becoming sleeker, and more energy efficient. Instead of showing their cars in a rugged light, they appeal more to the audience’s desire for luxury. These companies understand their audience just as much as American companies, yet they use different tools to convey their messages, making them just as effectively as American companies.
American car companies such Ford, GM, Dodge appeal to American values of hard work, commitment, and determination. They continuously portray their vehicles as rugged and tough, and “built to last”. Through these appeals they hope that the audience will trust their cars and trust them as companies. In several new commercials these American car companies draw upon emotional appeals to get their audience on board. In one commercial, Dodge makes its new vehicle, the Challenger, synonymous with the freedom. In the commercial, as the Challenger rolls through the battlefield of the Revolutionary War, a flag is flying out of the window. This is a very “American” commercial in every sense. By portraying the past in a humorous, modern light, it appeals to our ideals of freedom, justice, and strength. This commercial places an American car, the Challenger, in a very American atmosphere.
Foreign car companies are very effective in conveying their messages to American audiences as well. Companies such as Hyundai, Honda, and Nissan appeal to their American audience in a different way. Instead of capturing the importance of the American values of hard work, determination, and commitment, they stress the importance of harnessing the future, as their cars are always becoming sleeker, and more energy efficient. Instead of showing their cars in a rugged light, they appeal more to the audience’s desire for luxury. These companies understand their audience just as much as American companies, yet they use different tools to convey their messages, making them just as effectively as American companies.
A lot of the foreign car companies actually also try and emulate some of the same things that American car companies try to capture. That is notably the idea that we like things that are made in the United States. The foreign companies want people to see that even though the companies are based elsewhere, the money for the cars goes toward things that help right here at home. I know that at least BMW, Toyota, and Hyundai have had commercials where they try to show their newly opened car plants throughout the United States, usually in the south. Foreign companies tend to have plants in the south where the people aren't unionized. BMW showed a commercial recently (maybe during the Super Bowl) about how all the X3's that they make in the world are made is South Carolina and then shipped abroad.
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