Commercial Analysis

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“Stand, Last Man”

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What is Dodge trying to accomplish here? Besides being cute, there’s a deeper point that the company is using it’s public podium to get across. What is that point? Is it that men are wrong for resenting all of those things, just as women are wrong for resenting men for liking muscle cars? Or is it that men are so weak that they not only are feminized, but also that they can be roped into living a life that they hate just so long as they can own a muscle car? Obviously, that second hypothesis contradicts the blatant message of the commercial – that a muscle car is the solution to femininization – but as we all know, large companies like this are willing to risk short-term sales deficits for the sake of making larger statements. It’s undoubtedly true that what Dodge is doing here is subtly awakening men to how bad things have become. They’re betting that the veneer of reductio ad absurdum employed in this commercial will be seen through – that men will realize that things actually have become that bad, and they will rebel. Seriously, intelligently, actually rebel – not just buy a car right now. Dodge expects that in the long-run this will help them because American men will once again see the connection between the femininization of men in their personal lives and the pragmatic, appeasement-minded behavior, in their roles as economic participants and citizens, that all too frequently results. Once enough men have made that connection, they’ll once again stand up to the anti-Americans who work daily to undermine the capitalist system and America’s international position – and that will ensure Dodge’s continued success long beyond the foreseeable future.

Dodge, like all of American business, are renowned for this kind of principled action. American businesses are the “last man standing” in the culture war that’s on the precipice of being lost, and they’re standing firm. They would never attempt to seize upon petty, misunderstood emotions – and to offer untenable “solutions” in the form of their products – simply to achieve some kind of short-term financial security. No, it’s obvious that what Dodge is doing is far more profound than that. Their rebellion against the forces destroying America – by creating and airing this commercial – is orders of magnitude more profound than the silly “rebellion” of the men in that that commercial. 😉

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Written by commercialanalysis

February 23, 2010 at 7:33 pm

Posted in Durable Goods

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