http://www.youtube.com/watch?v=qiOyWO4gf-E&feature=related
In this commercial a man is seen accidently backing into a truck and then being approached by Howie Long. Howie asks the man if he has a heated steering wheel and the man tries to deny it at first but then admits to it along with having a manicure which is not something men should have done if they drive trucks, or at least that’s how the stereotype goes. Then it cuts to the announcer asking if you, the consumer, would rather have the Chevy Silverado with 21 miles to the gallon highway, or a Dodge Ram with a heated steering wheel, which is basically asking do you want to be a real man with a real truck, or the kind of guy who has a heated steering wheel and a manicure.
In the article Advertising’s 15 Basic Appeals by Jib Fowles he talks about how people want to feel dominant and this commercial is a prime example of that. It shows Howie Long, an ex-football quarterback, more or less making fun of the man in the Dodge Ram because he has a truck with a heated steering wheel and manicure rather than the Chevy with its superb gas mileage. It is also playing on the need for attention since, according to the commercial you will be driving “America’s Best Truck,” and if you’re driving it you will be the center of attention. Frankly I think this is a pretty good way to try and sell trucks playing on men’s want to be manlier and not have things that would imply they are lesser men since they have luxuries in their truck.
Jeff Scheidegger
Subscribe to:
Post Comments (Atom)
12 comments:
I agree the ad does a great job, pulling at basic man ideals and influencing people to purchase the truck because of that. This is one of the basic ideas that fowler presents. I think that this ad also relates to Williams because again it is pushing for a "manly lifestyle" and is selling you that. The actual performance of the truck is in a way being denounced as it claims to not have as many luxury's as the opposing truck, which i find to be ironic.
Jake Lichter
This ad also presents the idea of humor with the man getting a manicure. Fowles' idea of affiliation is also used with the football player being "the real man." And of course, everyone considers a football player a "real man" so it seems fit that he was in the commericial. The humor and the dominance in the ad were both good tactics to reel people in.
Emily Andrae
I absolutely agree that this ad really goes after that man's man consumer. This ad is focuses on the consumer's need for autonomy and their need for prominence. Raymond William would probably laugh at this ad and anyone dumb enough to take the bait. I mean if Howie Long told you to jump off a bridge because it'd make you man would you?
I absolutely agree that this ad really goes after that man's man consumer. This ad is focuses on the consumer's need for autonomy and their need for prominence. Raymond William would probably laugh at this ad and anyone dumb enough to take the bait. I mean if Howie Long told you to jump off a bridge because it'd make you man would you?
*** reposted for signature
Andy Soukup
If Williams saw this ad he could very well call it out for its use of fear as a tactic to manipulate. The ad exploits American men's desire be macho. The commercial draws on a cultural stereotype to convince viewers that the Silverado is better than the Ram.
Antonio Rengel
I don't like this commercial, and I completely agree that it hardly touches on the important points, such as why to get the silverado. It makes fun of consumers instead of enticing them. Plus, who doesn't want a heated steering wheel, its 10 degrees out.
Dan Schneeberg
I completely agree with the comments and analysis of this commercial. The target audience is obviously men, trying to persuade them that the dodge ram isn't a "manly" enough truck, although who wouldn't want a heated steering wheel? The commercial tries to sell its product by cutting down another company which I feel isn't all that effective and makes the company itself look bad. It touches on the need to dominate, one of Fowles' ideas, by making the viewer think if they have a Chevy Silverado they will be more manly than the other guy who has only a Dodge Ram.
Kevin Nieuwenhuis
While I do find it smart to include a ex FOOTBALL player to enhance the manliness and need for male dominancy in this commercial, I also agree with Dan when he says that rather than enticing consumers, the commercial is degrade others. While I do find it odd for a man to get a manicure, does it really need to be that low of a blow? Chevy doesn't even give more background on the truck other than the gas mileage. One of Jib Fowles Fifteen basic appeals is highly prevalent in this commercial-and it is that of the need for dominance. This commercial does a great job of portraying that, but I also agree, we're in the frigid midwest, who wouldn't want a heated steering wheel?
Joslyn Plumer
This commercial uses the whole "you're only a real man if..." (in this case, buy one of their trucks) to make men want to buy it even if they really don't need it just to seem manlier. Chevy shines its truck in a rugged and masculine light by stereotyping, whether true or not, how dodge owners get manicures and need heated steering wheels, which makes them seem girly and very unmanly.
Brigham Heyn
I'm not a guy, so I don't pretend to understand this, but guys like big trucks. My dad loves our beat-up, totaled, no-air-conditioning, sketchy-heating-system Ford Ranger. I, personally, would love a heated steering wheel, but many guys glory in their toughness (or imagined toughness)and this ad would definitely appeal to them.
While I understand why football players are stereotyped as being very manly, I often think that it's overdone and tends to encourage our messed up system of relegating people to little boxes. For example, so and so is a nerd, so and so is a dumb blonde, etc...
That's another topic though, so I won't get into that.
~Monica Schultz
I think this commercial did a good job showing the basic appeal of Fowles mostly for me although. It goes with peoples' desire to fit in. No one wants to be the guy picked on and will try to aviod it at all costs. Add a ex defensive end into the mix and you have a sale. I dont understand why heated steeering wheels are a bad idea although, its cold.
Joshua Torres
Post a Comment