DODGE
CHALLENGER CARS
AND FREEDOM
Yassin Mahmoud, Mohamed
Waleed, Tarek Alaa, Tamer,
Omar, Youssef Ahmad
Purpose of the commercial
• Usually, the purpose of any commercial is to get people hooked to the product
they’re selling. In this situation, the company wanted to prove how good their car is.
Around that time, people used to buy imported cars instead of the American made
ones.
• One of the critical purposes of the commercial to gain respect for the company’s
name, engine, and, most importantly, their car. To achieve that, the company used
one of the most important values that the people of Americans have, Pride.
• To remind people for the love for their country, they used the revolutionary war
theme in order to get people attached to their car
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Target audience
• The main targeted audience in this commercial are the people
looking to buy a right, strong, fast, and reliable car isn’t that
expensive.
• People who have been buying imported cars in the past years or
looking for imported cars instead of domestic American ones.
• People who make above $100,000 and between the ages of 16 and
40
• Older American motor head crowd.
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Dodge CARS VS imported cars
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Persuasive Techniques
• They used testimonial when they showed you that dodge cars helped America to kick
England out of the battle field, so the dodge cars will also help you feel free while using it
and remember what happened to England by this car
• They used transfer when connecting dodge cars to America and freedom, they putted their
product (Dodge car) with something that is familiar to you and you like it (America) so that
you like also their product
• Using a past popular American event that every true American knows, thought and learned
about to boost the viewers of the ad and to grab the viewers attention.
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Persuasive Techniques
• They used Bandwagon when zooming on the man that is riding the car and
showed how confident he is that England troops will run away like cats, so
that means that he believed in this car and knew that this car will be the
reason for America to win in the battle
• They used Pathos by targeting the people that live, like, or Admire America
by putting America and the dodge car in the same side and fighting with each
other, so they used their love and respect for America to make them buy
their product
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CELEBRITY ENDORSMENT
• To sell the people the idea of
patriotism and remind the target
audience of their love for their
country and that instead of buying
imported cars they should go with
domestic cars since they are as good
if not better. They are trying to
show that their company praises the
freedom and pride values because
they are American unlike their
competitors. Most importantly its
proving that the car is American
made with pride.
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Slogan
• The slogan of the commercial, which ties all of the elements together, was
“Couple of things America got right, Cars and Freedom.”
• It compares America’s freedom to its muscle car.
• At first, people used to buy cars and modify them the way they like by
putting strong engines. It was some hobby, sitting in the garage and building
cars; even though big companies started selling muscle cars, people still
practice their hobby. Freedom in America lets people do that.
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Importance of sound
• The commercial wanted to include the sounds of the cars engines in the
background. The roaring sounds of the challenger’s engines are being used to show
the power of the Challengers, and to strike fear into their competition. The ad
wants to aim towards the consumers who care about the performance of a car, and
not necessarily the gas mileage that would appeal to the smaller import car buyers.
The ad focuses on the power of the car, not how much fuel it takes.
• The only sound you can hear in the commercial is the violin to give off the 18-
century vibe, and it’s set to be louder than the people talking; the only sound you
can hear besides the violin is the sound of the car engine.
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CAMERA SHOTS
• At the beginning of the commercial, it
was mostly wide shots showing The
British with the violin playing in the
background.
• The transition shot here was a clear
wide shot showing the British from a
distance through the trees then
suddenly shows up a Dodge Challenger
drifting through the dirt, which shows
how powerful the car is.
.
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CAMERA SHOTS
• The sequence and the music change
quickly, and the commercial starts
getting shot in fast cuts, close-ups,
focusing on faces that create action
and suspense—for example short cuts
of the men falling off their horses
when the car showed up. Then the
closing shot was George Washington
standing in a wide shot next to the
vehicles.
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Theme
• Most car ads focus on four different themes that people take into consideration
while buying a car. Safety, Performance, Excitement, and Emotional attachment.
The company focused on emotional attachment and performance; that's why you
can see the car in action and the war, freedom, pride, and victory elements.
• As you can see in the commercial, the American army led by George Washington
(which is just the three dodge cars) defeat the British because they are scared of the
vehicles and it's sound.
• Whether one commercial is sufficient for a consumer relies on that consumer's
individual goals and desires. Consumer choice and motivation to buy goods is
driven by two significant factors Hedonic and Utilitarian considerations.
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Theme
• Hedonic aspects of cars include shape, price, speed, handling, and prestige. An
example of a vehicle primarily based on hedonic factors might be a sports car or
convertible.
• Utilitarian aspects of cars might include gas mileage, airbags, safety rating, and seats.
An example of a vehicle primarily based on practical factors might be a minivan.
• This commercial focuses on the hedonic aspects, and they are shown on TV, unlike
the price and the safety rating that is not offered on TV so that people interested in
the car would find more information by themselves and hopefully visiting their local
dealership.
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Instructor:
Yassin Mahmoud
Mohamed Waleed
Miss Samah
Tarek Alaa
Tamer Waleed
Youssef Ahmed
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