Wednesday, February 16, 2011

What Advertising Can Be

This 1952 Chevrolet commercial is instructive about what advertising can be.

On one level it is a statement for the brand, seemingly just an entertaining commercial celebrating the latest features of a new car. On another level, this commercial goes far beyond the brand to define what a better life can be for the entire economy and society.

In this way this Chevrolet commercial acted to define the entire outlook of an era and a nation building its future. Interstate highways were constructed and national television networks linked the nation. People looked to progress and the prospect of new experiences and fuller lives.

The recent two-minute Chrysler commercial “Imported From Detroit” is of a similar genre.  However, this commercial speaks of the car and the people who made the car. The connection to the economy and society is less evident.

Looking back to the Chevrolet commercial, we see how advertising can more clearly participate in the economy and society helping define a productive path to a nation's future.

This is more than cheerleading, it is organizing an outlook to build a better future for everyone. So, today, when so many voices are holding us back, someone or something needs to speak clearly for the future and help take us there.

Copyright © 2011 by John Eighmey. All Rights Reserved.

1 comment:

  1. Professor Eighmey,

    Thanks for posting this.

    It will be interesting to see which companies pick up on the lessons from this Chevrolet ad and how well they execute such messages.

    Amy Olson