Chevy Truck Video Analysis

The central message of this video is that this old Chevrolet Truck is not just a truck, it is part of the family. It has been a reliable friend, a partner in day to day life. This truck is a touchstone to the mans childhood, and more importantly, to his dad. It has served the family reliably, and faithfully, and the right thing to do is to keep this truck in the family. I find my position on this subject to be sympathetic. I imbue personality into personal possessions, especially the cars and trucks I have owned, and after a time, I view them as more than just a mode of transportation. This video was targeted at sympathetic consumers. The automobile holds a special place in the hearts of Americas, it represents our freedom, and is often an outward expression of how we view ourselves.
The video succeeds in making an emotional connection with the viewer, utilizing family, childhood and devotion. The strongest example of this is when the man looks at a photograph of himself with his father, standing by the truck, years ago. The audience can recognizes moments from their own life that mirror what they are watching, and an emotional connection is established. I found this advertisement to be very persuasive, even though I don't buy General Motors products. I found myself wanting an old, reliable truck, a truck I could depend on, a truck once owned by my dad. In reviewing this video several times, I find the execution to be spot on. If I were to change anything, it would have been the weather. I think an overcast day, with a light rain would have brought another layer to the emotion, especially at the end, when the family leaves the shop on foot. If it was raining, and the family were under an umbrella, it would have emphasized their commitment to fixing the truck, no matter how they might be