Analysis of an advertisement using Robert Cialdini’s principles of persuasion and Rhetorical Analysis

1. BUSINESS COMMUNICATION
PRINCIPLES OF PERSUASION
Prepared by-
Shefali Satija

2. CHRYSLER ‘IMPORTED FROM DETROIT’ CAMPAIGN -
SUPER BOWL COMMERCIAL WITH EMINEM

3. BACKGROUND & ANALYSIS
 Debuted during the 2011 Super Bowl
promoting the then - new Chrysler 200
 History of Detroit & its Struggles
 Commercial featured Eminem, driving
through Detroit , Chrysler headquarters
 Similarity between struggles of Eminem
and city of Detroit
 Chrysler’s way of saying ‘Hey America!
We are back!”
 Buying American Car improves
America’s Economy significantlys

4. RHETORICAL ANALYSIS
 Ethos - Ethical Appeal - Using a
celebrity, Eminem- influence of
an individual who rose to fame
from humble beginnings
 Logos - Logical Aspect- Buying
Car ‘Made in America’ will
contribute to the economy of the
country
 Pathos - Emotional Appeal -
Playing on nationalism and
patriotism

5. ROBERT CIALDINI’S PRINCIPLES
 Social Proof - Approval or
Endorsements from celebrities -
Eminem in this case
 Liking - Similar values, attitudes
and opinions - Fantastic
Storyteller - Humble Beginnings -
Relatable & immensely popular -
similarities between his life story
and the brand
 Scarcity - Luxury Vehicle -
Exclusivity

6. AFTERMATH
 Dramatic spike in online
shopping for the company’s
model.
 Consumer Interest in Chrysler
200 rose 463% after the Super
Bowl game.
 Interest in Chrysler 300
doubled even though the model
was not mentioned in the ad.
 Commercial generated 3.7
million views on YouTube in
2011
 Stood out for honest, moving
and high quality moving
experience.

7. Thank you