Males have always been directly targeted by ads. What is considered masculine and proper for men has became common knowledge across society. Dodge, an American car maker, created a commercial that intended to make every man think "hi, my name is "male consumer" and I have a problem. I am a car-aholic, and I need a sports car to display my masculinity.”The content of the ad is very direct. It starts with staring at you waking up in bed. It begins to list every command you have been programmed to follow by a "superior" being. It flashes from male to male, each looking more and more suppressed. In the last twenty seconds, the ad turns in another direction and empowers men. It informs you that you deserve to drive this car. The final visual is three words coming across the screen in large bold letters: "MAN'S LAST STAND" inferring that men will not be pushed around on the vehicle they drive, and that the Dodge Charger is the best manner to assert your authority. The commercial ends with dodge's logo and a song that sounds as if it was taken straight from a James Bond (the male icon) movie.
"Man's Last Stand"
Dodge created this commercial not only to sell cars, but to create a new image for their company’s flagship vehicle. The commercial originally aired during the super bowl in 2010, and it made the Dodge Charger one of men’s alienable rights. The commercial leads men to believe that Dodge understands men’s dilemmas. Dodge informs men that we sacrifice every detail of our life, but our chivalry ends at our car. Dodge’s slogan on their website is “DRIVE THE CAR YOU WANT TO DRIVE.” Nearly every sentence on the website has the word “you” in it. Dodge attempts to create common ground with men on every page.
I find myself identifying with the advertisement on numerous grounds. I have always viewed cars as a back door to escape from every day stresses in my life. The commercial accurately portrays the bond I have with my car and the daily chores I tolerate to drive my car. I happen to work with six women in my office, and I constantly am forced to endure hours of drama. I only can make it through the day because I know every meeting I am required to endure I get to drive my 3.9L V6 gorgeous Impala back home across town. It may sound unrealistic, but cars are an escape for me and I work unimaginably hard to drive my dream car. Also, I can identify with the product. The Dodge Charger has always represented power and authority. For example, the Norman Police drive Chargers. The vehicle’s body even has a very aggressive appearance with its large width and massive spoiler. Finally, Dodge didn’t just put a V8 engine in the Charger on accident.
The lasting image and the strength of this ad is the phrase “MAN’S LAST STAND,” but it might have been too late in the commercial to have any meaning. Viewers were forced to sit through 45 seconds of depressed looking men and were anxiously waiting for the commercial to be over. Dodge failed on one of the golden rules in advertisement, establish a positive connection early. By the time the car came into the commercial the public was done giving the commercial a chance. Also, Dodge showed numerous people who drive a Charger in a very depressed state. Does that make you want to go out and buy a Dodge Charger? Also, it is quite ironic Dodge’s word choice seeing as the company most likely will not still be in existence in 2012. The commercial might have been Dodge’s “last stand.”
The selectivity of the commercial is pretty incredible. You have no idea what the commercial is for until the very last thirteen seconds of the minute long commercial. Dodge made no attempt to convince the public that the Charger is the best mechanical vehicle or the best economic choice. Instead it is the best man’s car, and if I don’t own one then I have become submissive. It’s quite interesting that they fail to mention that a fully loaded Dodge Charger SRT8 will set you back about $44,640. Dodge actually does not mention one single fact or comparison about the car in their advertisement. They attempt to convince you nothing matters about the car except that it will make you a “better” man.
Although I identify with the commercial, the commercial does not represent me. Actually, the commercial does not represent any male. It is extremely exaggerated and too specific. I do need some sort of escape, but my life is not the battle the commercial represents. Dodge’s attempt to connect with every man succeeded, but they failed to promote their product. I felt no desire to go buy a Charger, but instead I simply laughed at the failed promotion.
Dodge attempted to target the male audience during the super bowl, but they failed to persuade potential customers. Without specifications on a vehicle, I fail to gain interest.
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I find it fascinating that you identify with the idea of an awesome car being an escape, but not with what the men were escaping from. Shortly after the Super Bowl, in a conversation in my social network, two or three women summarized the commercial as saying, "If men were real men, they wouldn't do anything that was good for them or practice any common courtesy for the people whom they live with. But men aren't real men, so instead, they should buy this car." I can't think of very many things more insulting, and not just to women, who are portrayed as benevolent tyrants at best, but also to the ability of one-half the human race to think about anything other than their immediate comfort! I also find Dodge's approach rather novel, because they manage to undercut the virility of men, as they attempt to appeal to the very quality they're undercutting!
ReplyDeleteI agree that the commercial does not grab anybody's attention very well. I did watch the Super Bowl, but I do not remember this advertisement at all. As I was watching it, I found myself bored and curious as to where they were going with it. The end when the car is actually shown does a good job, but that is only for a few seconds. I think they could have done a better job on this commercial.
ReplyDeleteAnother thing I would like to point out is why they only targeted men. I in fact know five women who one this very car, but not a single man. So is this really man's last stand or is it anybody's?
this commerical did not really grab my attention, I actually asked my friend what was going on. But I know a few women who drive that same exact car, so what is this commercial trying to say? I have to agree with with you...I love how you said you laughed and had no desire to drive this car. This commercial was boring and I don't think it appealed to anyone. Sorry. Dodge gets an F, for failed commercial
ReplyDeleteHaha, I'm going to have to jump on the bandwagon and agree with all of you.
ReplyDeleteThe commercial was extremely bland and even for a car aficionado like myself, it didn't appeal to me what so ever.
I do feel like Dodge tried to overly-target this commercial towards men, and it just didn't go as planned at all.
Better luck next time Dodge.
Mastercraft,
ReplyDeleteI think it is interesting that you said you only know women who own this car. Maybe, Dodge found a low male interest in this car and that was there reason for attempting to target men to boost their sales. I know Toyota did the same thing with their new minivan. They post commercials and the main character is always the husband, and in subtle ways they try to make a minivan look fun! I think Dodge in general failed to capture men in this car, and they are attempting to compensate.