The history of the American automobile industry is one of the most prominent due to the historical framework which enabled the USA to become one of the major producers of cars and supplying equipment in the world. The fact that in the 1920s the American car industry encompassed 80 percent of the world’s volumes inspires and excites at the same time. This flow of corporate relations presents very strong and reliable perspectives on points of further consideration of customers’ requirements in terms of making life more convenient for people who use cars. General Motors Company (GMC) is one of the three main leaders of the American automobile industry. Its models are known in the world and are considered with the American ambivalence towards maximalism and everything powerful and capable of restraint the obstacles or dangers in technologies and machinery (Fine, p. 63). Chevrolet Camaro is a core aspect of the paper in its evolution during the historical changes within the period of the 1980s till present days.
The popularity of this model was concerned with the powerful dimension of its characteristics and abilities on roads. It is the most distinguished representative of so-called “muscle cars.” The engine roar and speed are united in the concept of this car and labeled as a mark of appropriate quality.
In accordance with historical cut, in the previous times, the commercials of Chevy Camaro took into account the main motives of Americanism and the dream which is so closely related to every human being to be born and brought up in the United States. It is a logical and grave trick of the Chevrolet advertisement agency which reckoned with not lagging behind the tendencies of the main competitors in the American segment of the automobile market. Also, not only the words but the visual representation played a significant role for better comprising of the most valued characteristics of the company and Chevy Camaro, in particular.
Thus, in the advertisement of the 1980s, the role of the new Camaro was recognized with beauty, sport, relaxation, rest, beach, and pleasure on the whole. The extent of California is adhered to the car and invokes the reality of wealthy and healthy life with happy moments of it. On the other hand, the commercials of 1993 were a direct demonstration of global preferences of Americans due to the theme of bigness and peculiarities with which the US can be associated: “Chevy is launching its redesigned Camaro with the proposition that the car is as American as rock ‘n’ roll.” (Bush, p. 3). Rock ‘n’ Roll, Elvis and everything which is so significant for an American living regarding the traditional upbringing motives concerning patriotic motivation are the standpoints for publicity to think over the issue at the moment. Here the concept of communication (verbal and non-verbal) is quite significant. Alan Bush in his article gives a concrete and comprehensive evaluation of advertisement as a constituent part of communication, namely:
Advertising is a form of mass communication. The word communication is derived from the Latin word communis, which means “common.” Communication then can be thought of as the process of establishing a commonness or oneness of thought between a sender/advertiser and a receiver/consumer. There must be a commonness of thought developed between advertiser and consumer if communication is to occur. (Bush, p. 3).
This form of connection between people recommending and those tending to buy the car is based on psychological points of estimation. This approach is non-original when concerns old-fashioned and lack actual requirements pieces of information and standard characteristics which seem to be widely used. A curious thing reckons a tendency which was observed in the 1960s up to 1990s being considered with the volume of engine for achieving an effect of well-controlled speed up and acceleration of a car. Today when there is a situation of constant decrease of oil output in the world and high prices for it in various countries made customers and then producers of Chevy follow this trend for the contemporary specter of requirements. Though, in the work Camaro by Tony and Anthony Young, this idea sounds like this: “The sound alone is worth the price of admission: Whoever tuned the exhaust on the new LT1-powered Camaro Z28 deserves a bonus.” (Cited in Young & Young, p. 126). This was in the year 2000, but nowadays the commercials of the new Chevy Camaro include more visual aspects of the car representation, than verbal ones. A great picture of its abilities and cosmic future design tends to make customers feel the difference just by means of the screen perception, taking into account a high development of technologies and devices making life easier. It can be achieved also due to musical accompaniment with hard tones which instinctively touch upon the tips of one’s heart.
To sum up, the history of Chevrolet Camaro commercials is a versatile thing counting on the relations and appropriate attitude toward people of this or that time period of American history significant and associated with peculiar advantages of the epoch as well as the primordial needs of the customers looking for the best decision of their desires as of cars at the moment.
References
- Bush, Alan. “Enhancing Advertising Effectiveness through the Use of Culturally Meaningful Symbols.” Business Perspectives Spring 1993: 3+.
- Fine, Gary Alan. “The Goliath Effect: Corporate Dominance and Mercantile Legends.” Journal of American Folklore 98.387 (1985): 63-84.
- Young, Tony & Young, Anthony. Camaro MotorBooks/MBI Publishing Company, 2000