Monday, April 26, 2010
Images
Something very memorable about this GM Reinvention commercial is all of the images that cross the screen. Taking a look at this commercial without sound, the images don't seem to have very much in common at first glance. Here is the list of images that the video shows in order:
US cities, plants sprouting, American workers, runner with a prosthetic leg, cars at an intersection with lots of smoke, a lot full of cars, hockey players, football players, a torn American flag blowing in the wind, statue of a fist, Habitat for Humanity group, sunlight through trees, car brand logos, horses running, wind turbine, solar panel, gas gauge, plug in for car, car with dog, sports crowd, astronauts, dropping bricks into the back of a truck, unveiling a car on the beach, cars on the road
Though the images seem somewhat unrelated, there are three identifiable themes in these images: working people (especially men), Americana (sports teams, flag, Muhammed Ali, etc.) and cars. With these themes in mind, this commercial seems to be targeting male American auto-buyers.
US cities, plants sprouting, American workers, runner with a prosthetic leg, cars at an intersection with lots of smoke, a lot full of cars, hockey players, football players, a torn American flag blowing in the wind, statue of a fist, Habitat for Humanity group, sunlight through trees, car brand logos, horses running, wind turbine, solar panel, gas gauge, plug in for car, car with dog, sports crowd, astronauts, dropping bricks into the back of a truck, unveiling a car on the beach, cars on the road
Though the images seem somewhat unrelated, there are three identifiable themes in these images: working people (especially men), Americana (sports teams, flag, Muhammed Ali, etc.) and cars. With these themes in mind, this commercial seems to be targeting male American auto-buyers.
US population representation
In this advertisement, there are several kinds of people: blue and white colored workers, football players, hockey players, baseball players, sports fans, astronauts, Muhammed Ali, and a man driving a GM vehicle. There are close ups of African American and European American people, but there are no Asian American, Latino American or Middle Eastern American people represented. European American men were still more present in the commercial than any other gender or ethnic group.
The close ups of people in the advertisement are of European American men and African American men. No women are represented in a close up shot. Towards the end of the commercial, the hound in the car even gets a close up, but no woman is spotlighted in her profession or in one of the GM cars or trucks. The only women that can be seen are in the sea of faces of people getting off the subway and walking down a busy street.
The close ups of people in the advertisement are of European American men and African American men. No women are represented in a close up shot. Towards the end of the commercial, the hound in the car even gets a close up, but no woman is spotlighted in her profession or in one of the GM cars or trucks. The only women that can be seen are in the sea of faces of people getting off the subway and walking down a busy street.
Information
The narrated portion of the commercial is informative of the REINVENTION campaign.
“Let’s be completely honest: no company wants to go through this. But we’re not witnessing the end of the American car. We’re witnessing the rebirth of the American car. General Motors needs to start over in order to get stronger.”
The conversational tone that starts this commercial creates a more personal ambiance that viewers may be more likely to listen to because it isn't preaching or pointing out a flaw the viewer may have. Instead it acknowledges that there are going to be growing pains as GM leads the way to something new. The word "rebirth" emphasizes innovation and a future oriented view.
“There was a time when eight different brands made sense. Not anymore. There was a time when our cost structure could compete worldwide. Not anymore. Reinvention is the only way we can fix this- and fix it we will.”
Here, GM admits that their old ways are just that- old. The repetition of "not anymore," is oddly reminiscent of Poe's "The Raven" and its "nevermore, nevermore." It's poetic and also informative that GM has identified (a couple) of its own flaws. While beginning an ad with limitations of what the ad is selling may not be the most positive strategy, the ad continues with, again, looking toward the future and a solution.
“So here’s what the new GM is going to be: Fewer stronger brands; fewer stronger models; greater efficiencies; better fuel economy; and new technologies.”
While there are no real specifics mentioned, this is still an informative presentation of the changes that GM is declaring that its making. This is empowering to technology and creating a logical appeal for the audience.
“Leaner, greener, faster, smarter. This is not about going out of business; this is about getting down to business.”
GM is establishing the ideal car: eco-friendly and attractive. This ideal combination is what the company is rebuilding their vehicles with.
“Because the only chapter we’re focused on is chapter one.”
GM claims they are starting over and leaving their old baggage behind. Chapter one is their fresh start.
“Let’s be completely honest: no company wants to go through this. But we’re not witnessing the end of the American car. We’re witnessing the rebirth of the American car. General Motors needs to start over in order to get stronger.”
The conversational tone that starts this commercial creates a more personal ambiance that viewers may be more likely to listen to because it isn't preaching or pointing out a flaw the viewer may have. Instead it acknowledges that there are going to be growing pains as GM leads the way to something new. The word "rebirth" emphasizes innovation and a future oriented view.
“There was a time when eight different brands made sense. Not anymore. There was a time when our cost structure could compete worldwide. Not anymore. Reinvention is the only way we can fix this- and fix it we will.”
Here, GM admits that their old ways are just that- old. The repetition of "not anymore," is oddly reminiscent of Poe's "The Raven" and its "nevermore, nevermore." It's poetic and also informative that GM has identified (a couple) of its own flaws. While beginning an ad with limitations of what the ad is selling may not be the most positive strategy, the ad continues with, again, looking toward the future and a solution.
“So here’s what the new GM is going to be: Fewer stronger brands; fewer stronger models; greater efficiencies; better fuel economy; and new technologies.”
While there are no real specifics mentioned, this is still an informative presentation of the changes that GM is declaring that its making. This is empowering to technology and creating a logical appeal for the audience.
“Leaner, greener, faster, smarter. This is not about going out of business; this is about getting down to business.”
GM is establishing the ideal car: eco-friendly and attractive. This ideal combination is what the company is rebuilding their vehicles with.
“Because the only chapter we’re focused on is chapter one.”
GM claims they are starting over and leaving their old baggage behind. Chapter one is their fresh start.
Reinvention
Most of this commercial is images with a narrator. The only written pieces of the commercial include:
HYBRID (on a car), REINVENTION / GMREINVENTION.COM
Currently, hybrid cars are the new "it" technology for consumers as they are viewed as more energy efficient and "eco-friendly" than non-electric/non-hydrogen, combustion vehicles. This is intended to create a "green" perception of GM in the mind's of the commercial viewers.
The all capital lettered, bolded REINVENTION is GM's new campaign, and it is only shown at the end of the commercial. With little else to read, perhaps the word was intended to be more recognizable to commercial viewers to associate with GM automobiles.
HYBRID (on a car), REINVENTION / GMREINVENTION.COM
Currently, hybrid cars are the new "it" technology for consumers as they are viewed as more energy efficient and "eco-friendly" than non-electric/non-hydrogen, combustion vehicles. This is intended to create a "green" perception of GM in the mind's of the commercial viewers.
The all capital lettered, bolded REINVENTION is GM's new campaign, and it is only shown at the end of the commercial. With little else to read, perhaps the word was intended to be more recognizable to commercial viewers to associate with GM automobiles.
Establishing GM as part of the American dream
The overall message of this video: GM trucks and cars are part of the American way of life, and they intend to keep it that way. GM establishes this through the patriotic symbols and images of the working American intertwined with flashy visions of GM cars and trucks. With the admission that they need to try new things and better serve the American people, they are focusing on the future of the company for the good of the American people.
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