Ad Analysis

2722 WordsJun 1, 201311 Pages
The Chevrolet Silverado: Savior of Mankind Eerily encrypted on ancient ruins in the gloom of the Mesoamerican jungle, Mayan scriptures foretell the looming fate of humankind. Intricate symbols of stone-carved hands, beast-like faces and curving serpentine lines long-lost to memory were deciphered to reveal an ominous message (Web Exhibits). If this cryptic calendar is correct, only 310 days remain between us and absolute doom, when the world's existence will culminate in a chaotic and fiery finale. The impending apocalypse has gripped our culture, eliciting both belief and disbelief, and has stirred up a societal storm of anticipation. This phenomenon is trending increasingly toward the forefront of thought and discussion, and as December 21st draws closer, it will become even more rampant. The media has been depicting "the end of the world" for years, and as the doomsday date approaches, its relevance has even made it a successful theme in advertisements. During the 2012 Super Bowl, Chevrolet first aired an apocalyptic ad that opposes an imagined aftermath with triumphant trucks. In a mere 62 second commercial, a persuasive argument unfurls amidst devastation and death, Twinkies, and falling frogs. Chevrolet seeks to sell their Silverado trucks to a primarily male audience by emphasizing their durability, creating a memorable storyline that draws from cultural references, and by dramatically promising salvation in even the worst imaginable situation. Chevrolet has long prided itself on the toughness of its vehicles, and has worked to ally that with its reputation. In this commercial, Chevrolet capitalizes on the durability of the Silverado through the use of images, allusions to its brand name, statements, and character choice. The truck's dependability is both implied and stated, appealing to the logos of interested consumers. During the

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