Discussion Questions
After you watch the commercials and read the materials in the reference list below,
please answer the following questions.

1. Identify the cultural symbols, ideals and values depicted in the different
advertisements. Trace the evolution and usage of these symbols and ideals over the
three advertisements as the advertisements move from Detroit-centric to national

2. Prior to 2011, Chrysler did not have a history of culturally themed advertisements.
What do you believe prompted the change? Has the change been successful (consider
your answer in terms of market share)? How has the change impacted Chrysler’s
cultural equity (if any)?

3. The other members of the automotive “Big Three,” General Motors and Ford, have
not embarked on an American-centric advertising campaign. Why is Chrysler alone?

4. If you were the brand manager, what type of commercial would you run next? Why?

References: 2012 Year End United States Auto Sales Brand Rankings, http://www.goodcarbadcar.net/2013/01/2012-usa-auto-sales-brand-rankings.html USA Auto Sales Brand Rankings – 2013 Year End,