1. Andre Thomas Bagwell
English 1020
Project #2
“Halftime in America”
At halftime during the Super Bowl of 2012, the producers of the event decided to
air a very controversial advertisement. Clint Eastwood, a known republican, narrated and
starred in this commercial, and delivered, what I felt was a very effective message to the
American people. The writers, directors and cinematographers’ used a medley of tactics
to convince the viewers to purchase American made vehicles. Dark color schemes, run
down neighborhoods and sad looking people were used to depict the negative times,
while fun colors, happy people and production of their product was used to display good
times. From the beginning of the production to the end, the director played on the
audience’s emotions to get their message delivered.
The background of this commercial has many schemes used to capture the
audience’s attention. The lighting and colors are dark and gloomy while he shares the
said story behind Detroit’s near catastrophic fall from grace in the auto industry. During
the delivery of the message the music in the background grabs the attention as if in
church listening to a said song during a funeral. As the advertisement flows, the colors
get brighter, the music gets more patriotic, and the feeling of success digs under the skin
of any American who actually has followed the downward, then upward trend of the auto
industry.
This commercial advertisement played on the emotions of every American
effectively. Some Americans thought Clint Eastwood soled the Republican Party out and
others thought he just delivered a much needed message to the American people.
However the feeling, Pathos definitely was used effectively. Logos was also used
effectively. The picture of Detroit from where it was to where it is now painted a logical
picture that the auto industry is now thriving again in Detroit. Ethically, I would say you
could have not got a more patriotic actor to deliver the message
Clint Eastwood is an upstanding Senior citizen with no negative background. He
is believable and if he says these things, they must be true. At the end of the
advertisement, I wanted to help Detroit continue the upward trend and prove to the world
we are not out yet. The purchase of a vehicle did not seem to be the message, but the
subliminal messaging behind the story with the pictures of the vehicles and all, had me
thinking about a Chrysler 300 M touring sedan. Good Job!! Chrysler.