Dmitriy T.M. sent in this Dodge ad that associates cars with liberty and, by extension, America itself:
There are a few problems with this conflation of Dodge with patriotism and Americanness. For one, Dmitriy says,
Washington ( as the general) would’ve never been leading the charge. The commanders always stayed back ( preferably on the high ground) so that they could observe the progress and give commands ( and get away as quickly as possible in case of a loss).
So the image of the brave leader charging ahead of his troops into battle is misleading.
In addition, many Dodge vehicles aren’t made in the U.S. So Dodge wants us to associate its brand with the U.S. in a symbolic way that makes irrelevant, and invisible, where the car is made. What’s important is that Dodge, founded in the U.S., builds cars that represent a masculinized, tough version of “freedom,” and of course, freedom is uniquely American. It reminds me a lot of the symbolic identification Pabst Blue Ribbon drinkers often feel with blue-collar workers, an identification that has little to do with the actual production process.
Comments 12
HP — December 28, 2010
Is Chrysler still owned by (German) Daimler? Is this ad aimed at Americans or at the Commonwealth countries where Chryslers are sold? (E.g., Canada, Australia, the Caribbean.) Or is this just the English-language version of an ad aimed at countries (e.g., Latin America) where you can buy Chryslers?
As a USAian myself, I find it interesting that there's not an much of an indigenous visual language for revolution in the USA, apart from Yankee Doodle and the signing of the Declaration of Independence. When it comes, it seems to be borrowed as much from other Commonwealth nations (who have their own issues with "redcoats") as it does with Lexington & Concord.
Never drove a Chrysler myself, except for rentals, where I found the transmission too mushy for my taste.
Space Pedant — December 28, 2010
Not only is the Challenger made in Canada, but it's based on Chrysler's LX platform, which features many components sourced from German company Mercedes-Benz. Plus the only reason Dodge still exists is because Italian automaker Fiat was willing to take part ownership of the Chrysler Group. One has to wonder if it might be more patriotic to buy a BMW X3 or Subaru Outback, cars which are made in America by companies who are based in Germany and Japan.
Josh — December 28, 2010
George Washington was on one of the first boats arriving on the shores of Trenton during the famous Delaware River crossing. The plan was also mostly his own design. That whole event was general bad-assery.
George Washington also died owning close to 350 slaves, so take of it what you will.
ambrown — December 28, 2010
I think your commentary is spot on.
I do want to clarify, however, that this ad was run in the days leading up to the USA-England World Cup match in June, and as a rabid soccer fan/giant skeptic of transnational capitalism, I at least read the advertisement as a little bit of a tounge-in-cheek jab at the English in preparation for the big game.
P. — December 28, 2010
@HP: I very much doubt that the ad is aimed at anybody outside the US - as somebody with both Dutch and Canadian citizenship, I find the patriotism it's designed to call up epitomizes much of what the rest of the world *doesn't* like about the US - for example, as Gwen points out, the much quoted idea in the US that freedom is uniquely American. While there are untold countries that aren't free, many Americans seem to be totally oblivious to the freedom enjoyed by many European countries and Canada.
For this reason the ad doesn't do it for me, but then car ads seldom do.
IMO it's aimed squarely at tea party types.
Steph — December 28, 2010
This is an ironic hipster's project for art school, right?
Right?
David — December 28, 2010
This reminds me of liberty prime from fallout 3:
"Liberty prime is... online. All systems nominal. Weapons... hot. Mission: the destruction of any and all chinese communists.
America will never fall to communist invasion.
Democracy is nonnegotiable. Death... is a preferable alternative to communism.
Communist detected on american soil. Lethal force engaged.
Tactical assessment: red chinese victory... immmmpossible.
Embrace democracy or you will be eradicated!!!"
That would make for an interesting article as well.
Grizzly — December 29, 2010
Washington did lead troops in battle on several occassions. In fact, he so often put himself in harms way, and managed to comee through without a scratch that he had a reputation among his men as being invunerable.
T — December 29, 2010
This ad is a JOKE. It's funny. What the hell is wrong with all of you.... there's no "deeper message" about Chrysler and Patriotism. It's an over-the-top joke playing on that theme! I swear a lot of you need some fresh air.
David — December 29, 2010
T- I'm glad you said that- I thought I was the only person here who thought that
Berdawn — December 30, 2010
ambrown is correct in the context of this ad. I don't think I've seen it outside of the WC.