Imported from Detroit

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Fading in from the Back
Kyrianne L. Norman
Baker College

Fading in from the Back
The 2011 Chrysler 200 advertisement, “Imported from Detroit”, is effective mainly because of the use of the three rhetorical pleas to persuasion. Ethos, the credibility of the speaker, is greatly shown by the writer’s choice of spokesperson. Pathos, the underlying values, beliefs, and attitudes of the viewer, are exposed by the words and scenes that explain Detroit’s story. Last, logos, persuasion by reasoning, is explained by the connection between Detroit and Chrysler. Aristotle’s primary tactics of argument are well represented in this influential advertisement.

The best way to present credibility in is to use reliable resources. In this commercial, the speakers past times of living in Detroit express the understanding of the city’s struggles. Eminem, the rapper, has lived through the ups and downs of Detroit and that’s why he is a perfect example. For instance, many think of Detroit as a place of drugs and Eminem once had a problem with drugs, which gives him credibility. Other effective, credible examples can also be perceived. Like Detroit’s statue, “The Spirit of Detroit” reminds the viewer that the commercial is not only about the car, but also Detroit. The Chrysler 200 advertisement was very effective due to the credibility, the ethos, of the voice and images presented.

A reasonable way to show emotion is by using imagery. In this advertisement, the word choice really expresses the emotion of both the Chrysler and Detroit. The spokesperson says, “What does a town that’s been to Hell and back know about the finer things in life? Well, I’ll tell you more than most. They have hard work and knowhow.” The spokesperson is referring to hard work and knowhow as the reference to what’s keeping both Detroit and Chrysler going. Emotional appeals can also be revealed in the scenery. For example, the commercial shows a broken down building in the beginning and the Fox...
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