In analyzing the 2011 Super Bowl commercials ‘Coca-Cola ‘Siege’ and the Chrysler/Eminem ‘Imported From Detroit’ in accordance with terms of advertising, it is advantageous to draw a comparison and contrast between the two on the basis of their individual geographical focus and also by the intended purpose of each. There are other categories of advertising such as defining the target audience that can further be applied to the examination of these commercials as well.


A stark contrast is drawn between the purposes of these twoadvertisements. The purpose of the Coca-Cola ‘Siege’ commercial is clearly an example of a selective demand ad in that it demonstrates the companies desire to market and sell one particular brand or product, in this case a bottle of Coke. It could also be viewed as an ad that is promoting the Coca-Cola Company itself since the company name is identical to the specific product that is being advertised, the soft drink Coca-Cola.On the other hand the ‘Imported From Detroit’ commercial is a pure example of what is known as an indirect action ad. This type of ad is one that “works over the long run to build a company’s image and increase consumer awareness” (Dominick 2011, p343).This advertisement actually happens to be for one specific Chrysler product (the 200) but this fact is hardly noticeable and easily missed under the overall impact and purpose of the ad which is that of rebuilding prestige in the company’s name and also for Detroit “the Motor City” where it is located.

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external image siege-recommendedjpg-8d134351389ee893.jpgA comparison can be made between the two commercials regarding their geographical focus as well. Both Super Bowl commercials are a form of national advertising. According to Joseph R. Dominick’s text ‘The Dynamics of Mass Communication’ national advertising relates to a product or service that is being sold and advertised across the nation on a larger level, rather than advertising for a specific place to buy that product. The Coca-Cola ‘Siege’ commercial solely focuses on the promotion of the soft drink Coca-Cola. Nowhere in the ad was it mentioned where to actually purchase the beverage, which would be indicative of retail and local level advertising. The same can be applied for the Chrysler/Eminem ‘Imported From Detroit’ commercial. This was a national advertisement for Chrysler, with no specific promotions or actual stores listed for a customer to buy a Chrysler car from. Commercials can be both a national advertisement and a retail advertisement, or local advertisement. Retail advertising denotes that an advertiser wants to attract customers to a specific store or location (Dominick, 2011). The Chrysler commercial does not list specific store locations for Detroit but it focuses on the city of Detroit, and therefore links the Chrysler vehicle to Detroit City. This may be in hopes to connect with the local Detroit city dwellers that are in the market for a new car so that they will be encouraged to select a Chrysler product when it comes time to make a purchase.

external image 200cconcept.jpgDefining the target audience is another attribute of advertising that can be used to analyze both of these commercials. The Chrysler ‘Imported From Detroit’ ad would be classified as a consumer advertisement regarding its target. In ‘The Dynamics of Mass Communication’ Joseph R. Dominick explains that consumer advertising “is targeted at the people who buy goods and services for personal use.” Being a car company, Chrysler is clearly directing their ad toward consumers who want to buy a vehicle for their own personal use and enjoyment. There could be other scenarios of a consumer market that is purchasing these vehicles for other reasons such as company cars or valet vehicles etc but for the most part it seems obvious that the majority population will be intrigued to buy the product for their own expenditure. This is clearly demonstrated in the commercial for it shows a single person, Eminem, driving around his city, getting himself from point to point on his own schedule and according to his own desires. This will appeal to many of the people living in or just outside a city that need to transport themselves to work etc and do not want to rely on public transportation.


Coca-Cola’s commercial ‘Siege’ is also a consumer advertisement rather than a business-to-business advertisement which is geared more toward people who are buying products to use for business purposes (Dominick, 2011). One important aspect that Coca-Cola considered with regards to its target was the time slot and positioning of the original airing of commercial, which was during the Super Bowl. This was a perfect opportunityexternal image 300_52872.gif for Coca-Cola to reach out to the audience of the football game for brand awareness since there was such a large amount of viewers tuned in that evening. A New York Times article written by Stuart Elliott states that “Super Bowl XLV on Sunday had a record estimated average viewership o 111 million…meaning that several of the commercials are among the most-watched ads in the history of advertising” (Elliott, 2001). Coca-Cola seized this opportunity to contact and captivate such a large audience within its target market. Sporting events are usually watched while enjoying snacks and beverages and Coke fits in perfectly to the beverage category. By using a 60 second animated video, Coca-Cola’s aim was most likely to stand out and have viewers remember the brand, so next time when buying snacks and drinks for a sporting event Coca-Cola may come to mind.

In conclusion Coca-Cola and Chrysler’s commercials have many basic similarities. The geographic focus of both were on a national level and they produced consumer advertisements for a large audience of viewers tuning into the Super Bowl. The commercials did however focus on some different elements and approaches toward advertising based upon each companies individual intended purpose. Chrysler’s focus was to build the company’s image and to build the image of Detroit. Coca-Cola on the other hand focused and showed the actual product Coke, while at the same time created brand awareness for Coca-Cola products.

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WORKS CITED:
Dominick, Joseph R. (2011). The Dynamics of Mass Communication: Media in Transition. New York, NY: McGraw-Hill.

Elliott, Stuart. (2011, February 9). Super Bowl Ads Assessed, From A to Z. The New York Times.

'ImportedFfrom Detroit'. (2011). [Web]. Retrieved from http://www.youtube.com/watch?v=SKL254Y_jtc

'Siege'. (2011). [Web]. Retrieved from http://www.youtube.com/watch?v=Shvwd7VYpE0