What do Detroit and Chrysler have in Common? Eminem.

Before this ad, I've always thought of Chrysler as an affordable, American-made vehicle that has been middle of the road when it comes to quality. This Super Bowl ad was trying to change that image, showing that hard work and sweat was put into making these vehicles, and at the same time, showing how luxurious they can still be. I think that this was a great commercial because it had the effect of a really good looking car coming out of a town that doesn't exactly have the best reputation.

I've seen this commercial a lot since the Super Bowl, and never thought of it as classical conditioning. But now that you point it out, Chrysler is definitely using Eminem to serve this purpose. Eminem came from nothing and made something of himself, and it's very fitting considering he is from Detroit; these feelings of success will be associated with Chrysler and make Chrysler, a automaker previously considered "out of the game," look appealing to a wide variety of people. Interesting take on classical conditioning - I like how relevant and current your blog post is.

Just like the previous comments, I have seen this commercial many times on TV as well, especially when it came out during the Super Bowl. The first time I saw this commercial I loved how they made the connection between the city of Detroit and then had one of Eminem's tracks playing in the background. I must say I gave into the anecdotal reasoning simply because when I was growing up I loved the music that Eminem produced. Which then made me perceive this "standard" car as some sort of lexus, or mercedes! That is so crazy how such a simple design for a commercial can make the viewer totally forget about what Chrysler is trying to sell.

I never thought about Chrysler using classical conditioning, but they most certainly are. The only question I have regarding Chrysler's tactics is if using Eminem could potentially hurt them. I know a lot of teenagers like him, but a lot of parents are completely against his misconduct. There's no denying that he is a talented artist, but I'm not sure if he was the best candidate to boost sales. This year they used Clint Eastwood, and I think he targets the right audience.

Chrysler did an amazing and effective job of using classical conditioning to pique the interests of people. Simply by watching this ad, I got chills. There was a sense of power and persistence that this ad exuded, not to mention the "cool" that it radiated. It's interesting to know that Eminem (or at least his song), was used to instill a sense of amazement and wonder in some people, and pride in others( i.e. those from Detroit). Nevertheless, as mentioned in the previous comment, I, too, don't think that Eminem, albeit cool, was the right candidate to boost sales. His image may not appeal to those with money in search of a car. Good blog.

Reading your blog about the commercial and than actually watching the commercial made me more aware of the type of influences that Chrysler was trying to convey in the background. If I would have never read your statement about the commercial, little would I know that they were using Eminem to sell the car by the idea of classical conditioning. Also I find it very ironic that the images they display of Chicago are a contrast to the car they are trying to sell which is very expensive and shiny looking. The city looks dingy and old compared to the car, as if the two don't mesh visually. The car and the city seem to mesh only in aspects of the words being said during the commercial that "the hottest fires make the toughest steel," or as I perceive that quote as the best things are made in Chicago and anyone can afford the car since the city has been through ups and downs. The things that seem to be connected in the commercial is that if Eminem who came from Chicago a dingy city can afford a luxury car, than you can too which in turn will help Chicago become a better city.

I feel what this ad is trying to do is show people that even though Chrysler, and Detroit hit a bump in the road, like Eminem, they will rise above it and make become successful with an affordable luxury car. I feel like you explained this really well in your post and until now I really did not think too much of what they were trying to do in the ad until now.

I, much like many of the others who have commented, saw this commercial during the Super Bowl and found it to be a well constructed and almost inspiring commercial. The use of a Detroit byproduct in Eminem to exude the idea of resilience and power was a genius idea by the creators of this commercial to show the enhanced concepts of Chrysler. I think the creators of the commercial were trying to show beauty and class in discrete ways in the commercial as well. For example, they showed ornate cathedrals and buildings, a figure skater in a park, and various statues throughout the city to show the beauty of the city. As far as class, they show a man walking across the street in a nice jacket and a well-dressed doorman. These are words and concepts that the creator wants us to not only relate to Detroit, a city that doesn’t often come to mind when people think of these words, but also, the car. The car is depicted as clean and well constructed to attempt to depict the ideas of beauty and class.

The first time I watched this commercial I didn't notice how much Chrysler based the car off Eminem. Obviously he is a famous rapper who many people look up to and connect the "bad ass" look to. But what I didn't see if how much they were playing off his success to make there car appear as if it were successful just as he was. Very interesting observation and good post.

This is a very good example of classical conditioning by Chrysler. Although the narrator mentions that Detroit isn't known for it's luxury, they still show all the best parts of the city so people associate the pictures more than the words to the city. Sometimes, people might not even care what is being said, they just pick out a few key words and associate it with the product. I think Chrysler did a great job to combine everything we thought we knew about Detroit into an inspirational story to promote their vehicle.

As a Detroit native (actually from Detroit. Not some Grosse Point, Sterling Heights poser lol) I can say that this commercial (I liked the Clint Eastwood one more) really invoked a sense of pride for the city of Detroit. I never really thought of it as a classical conditioning example until you pointed it out but I can see it.

I found this commercial to be very interesting and effective. Chrysler is clearly trying to improve their image. They end the commercial with the phrase "imported from Detroit". While you can not import something domestically because it simply makes no sense and goes against the definition of an import, Chrysler chooses this phrase for a reason. When you buy something that is imported based on the fact that it is imported, you do so usually because the quality is higher. (like illegal cCban cigars and French Wine) They are trying to make the point that Chrysler makes high quality cars.

I was thinking the same thing about Chrysler's choice of using Eminem. He's not exactly the first person I think of when I think luxury. He is really successful and has a lot of money though, so maybe it could work.

This appears to be a very huge tactic of advertisement, especially with sexual appeal it is an extremely big topic that is covered. I have to laugh about it sometimes because the thought of such training seems ridiculous, most of the time when I see commercials I completely miss what the point was that was trying to get across, so to find that this type of training works in an advertisement end of things is interesting.

Eminem was the right person to promote this commercial. He has gone through changes to seem more sophisticated in recent years and that's what Chrysler was trying to say about their own company. Also Detroit is trying to rebuild it's image of the old power house the city was. This combination makes this commercial very persuasive to buy a car. Advertisers used classical conditioning with Eminem (new image) as the controlled stimulus to make people who buy Chrysler feel like they are changing to more of a sophisticated image when driving the car. I just love Eminem too.