Persuasion was discussed and reviewed this week. After researching The Media Literacy Project.org, I discovered that there were many persuasion techniques used by the media. Some of these basic techniques were obvious but the advanced techniques really opened my mind to the levels of persuasion applied to media content, particularly advertising. Media Literacy involves the awareness and the understanding of how the language of persuasion techniques works our conscious media consumption through affecting our subconscious.
I am excited about the American car company’s recovery and enjoy the new "Imported from Detroit" campaigns. Attached is a link to an ad that I think demonstrates successful use of persuasion techniques. This particular ad is called John Varvatos-"Attitude".
The audience for this commercial is broad but obviously is more specific to American an adult who can afford a car or who is planning to afford a car. This commercial is timeless and will affect an audience for generations. The narrative associated with this Ad appeals to anyone who believes in America and the American Dream. The narrative is what separates this ad from others. There is textual and sub textual meaning associated with most ads and this ad use the text subtext to make a lasting connection with the audience.
When analyzing this ad it is important to consider the text vs. the subtext. This ad wants the audience to connect in a direct and realistic way. Individuals know America because you are American and so is Chrysler. The text of the Ad says, “Chrysler is back”. The text says that the car is imported but it is not. It was made in Detroit. The subtext of "imported", suggest a comparison of vehicles made in America to those that are imported. Americans do feel that imported vehicles are better than American made vehicles. The new Chrysler has the same imported appeal. The subtext allows the advertisers to say more than just what is obvious or literal. This commercial uses subtext to bring the audience closer to the essence of the product. The advertisers want the audience to have an essentialist experience or connection.
In this ad, the Chrysler 300 is imported to New York and driven by a popular New York fashion designer. He's out looking for inspiration. He stops at an old school record store to pick up a rare selection of vinyl. The designer finds what he's looking for and rides the streets of New York back to his studio. He displays a blue-collar attitude in a white-collar world.
Even though I didn't know who the designer was, he felt like a celebrity. Celebrity appeal is one of the basic persuasion techniques. The idea of the designer as an artist looking for inspiration is an example of association. I can relate to the artist and what appeals to the artist. But for those who are not artist, there is a testimonial connection with the ad reaching out to the plain folks.
The intensity of the American dream expressed through the narration comes across as a persuasive technique. The ad also uses symbols like the old record store, the vinyl album, the record player and even the New York landscape flowing twits the power and strength displayed through the music. This ad expresses American ingenuity and the voice of the blue-collar community.
This exercise validates reasons for pressing the importance of media literacy and the awareness and understanding of persuasion and how persuasion is used to move the masses through media. Having knowledge of the persuasion techniques empowers the viewer to be more conscious of media consumption. A smarter viewer makes smarter choices.
Here is the ad for your review.