Corrissa D. Bouton
English 1101
Formal Assignment 1
September 12, 2014 2012 Chevy Apocalypse To set the scene, we come across a newspaper with “Mayan Apocalypse, Will the World End Today?” written on it. Then from under a pile of rubble we see a truck start up, and emerge from the debris of a demolished building. Inside the truck are a man and his dog. The music in the background is Barry Manilows upbeat song “Looks Like we Made it” emphasizing that they did of course, make it. Driving throughout the city they find dim images of: the Big Boy statue from Austin Powers, a Transformers Robot, an alien spaceship, and an erupted volcano; all signs we associate with cataclysmic occurrences’. After driving many miles, the driver meets up with some of his friends. Looking around the driver notices one friend is missing. He then asks “Where’s Dave? “where which another friend answers “Dave didn’t drive the longest lasting, most dependable truck on the road. He drove Ford.” After a brief moment of silence another friend offers a Twinkie to the driver, it then proceeds to rain frogs. The commercial then zooms out and focuses on the front of the truck, with the logo “Chevy Runs Deep” written across the screen. The speaker then announces “From the beginning of your work day to the end of the world”. This doomsday apocalyptic commercial is try to target men who acquire masculinity and men who want longer lasting pickup trucks. Analyzing this commercial we find very masculine color choices and images. Mainly throughout the commercial we see tints of grey, brown, black, and red. Also we note the characters of an older man and an African American so we broaden the targeted male audience. The robot, spaceship, and the volcano represent power, something that we see men watch in action movies. Furthermore when the driver meets up with his friends, we see a quick glimpse of all
