Dodge Advertising Campaign Summary

With emerging foreign markets, especially in the automotive industry, the domestic rate of consumer activity has dropped immensely. In the 2008, America was in one of the worse economic destructions since anyone could remember. The economy almost crashed completely, and along with it dragged the automotive industry, specially the domestic company Chrysler, which included Dodge vehicles. It was a necessity that Dodge needed to figure out how to best reach out to consumers to lift their business back up, and so they did. They envisioned a patriotic appeal to drive the customers to their doors, literally. Through the implementation of historical references including the British Revolutionary War and our first President George Washington, Dodge

The commercial takes place during the British Revolutionary War, setting the audience back in time, an allusion into the past. It makes the audience feel like we worked hard to get where we are today in this country, and that without the brave soldiers fighting hard against the redcoats, we would be nowhere. The redcoats flee in fear when George Washington and others drive Dodge vehicles straight towards them. Consequently, leaving the audience in awe. Dodge uses George Washington as the main character in their commercial for more more reasons that you can count. For one, they use it because he was the first President of the United States of America, so in fact he is considerably credible. He also embodies true patriotism; a proud general, man, and leader of this amazing country. The commercial depicts that when George Washington drives courageous through the meadows charging towards the redcoats, he has no fear because he has the roar of the Dodge engine to scare them away. In doing this, the audience is able to connect with George Washington’s power and strength to make them feel proud to be an American, driving an American Dodge Vehicle. Throughout the commercial, ironically a calm violin is being played while all the fighting and cars are viciously trudging

Rather, Dodge was trying to establish that by buying domestic vehicles you are “buying American.” If you buy American, you are the proud, patriotic citizen you are expected to be. Evidence - its a muscle car

To sincerely understand and comprehend what Dodge’s commercial stands for, one must be educated about the history and all that occurred during the economical downfall in 2008 and succeeding years. To a further extent, they need to understand and relate to such references of the British Revolutionary War, George Washington, and understand the impacts emotion has on an audience. In essence, they will be unable to dig deeper into the true meaning and they will only hit the surface of this