Chrysler & Clint Eastwood

This year’s Super Bowl had its share of entertaining and interesting advertisements, with one of the most acclaimed and controversial being the Chrysler ad titled “Halftime in America”. The ad features acclaimed actor and director Clint Eastwood in somewhat of a “pep talk”, speaking directly to Americans about our struggles and our future in overcoming them. The controversy lies in the fact that some believe the ad to be “pro Obama”. Some think the ad spins the audience to want to continue on America’s current path and maintain the policies Obama has put into place, thus supporting and keeping him in office for another term.

After analyzing the Chrysler ad, I have come to the conclusion that the “pro Obama” accusations are in a way true. Firstly, Obama is known for his aid of the American car industry, and to keep him in office would obviously be beneficial to Chrysler and the city of Detroit. Also, all the analogies used in the ad would strongly suggest that Chrysler is somewhat supporting Obama and his policies. Eastwood goes on to say “It’s halftime in America too. People are out of work and they’re hurting and they’re all wondering what they’re going to do to make a comeback and we’re all scared because this isn’t a game.” I believe this analogy of “halftime” is referencing the fact that Obama is in the middle of his possible second term, thus referencing halftime of a football game, which is something Americans can all relate too.

The controversy that is ad is drawing is also planned I believe. By Chrysler gaining all this attention to their ad, more and more people are checking it out. This is a fantastic tactic in order to gain consumers and viewers. Also, by using Clint Eastwood, a notably anti Obama celebrity who commonly speaks out against the President’s policies as the spokesperson, this somewhat gives the impression that there is no correlation to supporting Obama.

As for the spin used in the wording itself, I feel Chrysler did a great job of catching the viewers attention and somewhat motivating them. I looked over the ad and counted the number of times different words were used. The word “we” was used 14 times, by far the most. This shows that the primary focus was to make the audience feel united as one and feel that America’s problems were all of ours. Repetition is effectively used as a powerful technique.

“Because that’s what we do. We find a way through tough times and if we can’t find a way, then we’ll make one. All that matters now is what’s ahead. How do we come from behind? How do we come together? And how do we win?” These words echoed in my mind, making me feel like I could conquer the world. They also make me believe that America is on the right path for success, and the success will come from sticking with what America is doing. And that is, in turn sticking with Obama.

Mike Dargatis

Communication Studies

Wilkes 2012