Halftime in America

Recently, for English 223, I watched the Clint Eastwood superbowl ad, aired last January.  The title of the ad is, “Halftime in America,” which is ironic because it was shown during halftime of the game.  The video entails Clint Eastwood discussing about how it is halftime here in our country and we are either going to try to make a comeback or not.  The commercial focuses directly on Detroit, because it is a Chrysler ad, but one can infer that he is talking about the entire country, especially due to the end of the video and also that brief flashing of a picture of New York City.   What is so interesting about this commercial now is that Clint Eastwood just gave a memorable speech at the Republican National Convention.  Funnily enough, when this ad aired, people thought instantly that this was actually an encouragement of Obama, especially because it kept saying things about going forward.  This ad does not blatantly ask you to buy a Chrysler, but it subtly tells you that you should, over and over again. For example, the video shows people from all sorts of family situations.  Also, the video shows mostly working class. Also, it keeps repeating and enforcing the value that Chrysler is an American product and that we should buy things that are made here. Well, what they don’t say in the ad is that during the auto bailout, Chrysler was bought by an Italian company, now owning seventy five percent of the company.  So buy American products? Right.

Halftime in America

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3 thoughts on “Halftime in America

  1. That is something I am noticing more and more now with commercials like that. They may have a sentimental message but in every underlining tone is an aggressive voice to buy their product. It seems very double minded to me. I also like the irony you pointed out that Chrysler's main aim is for Americans to buy american products but Chrysler isn't technically american anymore.

  2. This commercial reminds me of how the United States opening ceremony "uniforms" were made in China. In our country we try to stress to buy more American products. But really, how can we buy American products if they are falsely advertised. I know Ralph Lauren was extremely embarrassed about his clothing for the Olympics. Now that Chrysler was bought out (almost completely) by foreigners, how can this possibly teach Americans to only buy American products? If our car-makers and clothing makers can't even set a good example, is it really possible for our citizens to follow suit?

  3. I've seen this exact commercial you're talking about and I too have a lot of issues with it. I think it's absurd that they use America in its entirety and "moving forward" as its selling points. It's almost intended to make you out to be unpatriotic if you don't go buy a Chrysler. That, or you don't want to "move forward". I hate all advertising that makes it seem like you don't have a choice in the matter, or advertising that is supposed to subliminally guilt you into doing something you shouldn't have to. It's unfair and detrimental to everybody, except of course Chrysler.

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