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Review Essay
Brianna D. Leonte
Grand Canyon University
ENG-105: English Composition Andrea Alden
November 11, 2020
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Review Essay
Have you ever seen a commercial and it grabs your attention? Commercials are used to make the consumers more inclined to buy their product. In the 2014 Chevy Malibu commercial, they capture the watcher's attention with the plot-line of the dog. Nowadays, people tend to skip over commercials since most people don’t care to sit through and watch it. Commercials that use good techniques to capture the viewer's attention, generally have more views and it is remem-
bered better. This commercial on YouTube has over 5 million views. The 2014 Chevy Malibu commercial express good techniques throughout the advertisement using product placement, mu-
sic, and story/plot-line.
In the 2014 Chevy Malibu commercial, it starts off with this woman and her dog. It shows how she grew up with the dog and how she went through many hard times. She has relied of the dog for most of her life. The dog, Maddie, is there all throughout her life. In the very be-
ginning of the commercial, it shows how the woman is finally separating from Maddie because it
is her time to go. All throughout the commercial, they show not only was the dog a reliable source of comfort, but so is the Chevy Malibu. There would be scenes where they were having an event in their lives and right beside that would be the trusty Chevy Malibu.
Product placement is shown and used effectively throughout the commercial or the 2014 Chevy Malibu. This technique is one of the most popular methods used. “Product placement is an advertising technique which brings incomes of millions in the USA” (Chitu and Teacau, 2010). “Product placement involves the sponsor’s product being used during the program and be-
ing deliberately shown to the audience” (Chitu and Teacau, 2010). The car is purposely put in strategic places in the advertisement. The brand wants people to watch the commercial and then
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think of them. Every time there was a memorable event, the product was placed in the right spot without making the viewers annoyed. They also get more publicity this way.
Music is an important factor and, in this Chevy Malibu commercial, they did an excellent
job of choosing the right song. As Graakjær said, Taking a part of a pre-existing music and plac-
ing it in the commercial is what music placement is (2014). “This type of music placement is based on a legal contract licensing the music for the use in a commercial” (Graakjær, 2014). Graakjær said, Recent developments have effectively set the tone for a specific mode of music (2014). Music can set the whole mood of a commercial. The song that was used in the commer-
cial is Goldmund’s song called Threnody. This song makes the tone of the commercial very peaceful and used in the right context, more emotional. It was the perfect song to connect the characters and viewers watching. It grabs the attention of the viewers. If you were to put a sadder
song in the background of a commercial, it would make more sonder. If you were to put a hap-
pier song, it would make the feel of the commercial lighter and easier going.
The story or plot line in a commercial play a vital role. “The plot structure in television advertisement can enhance consumers’ brand attitudes and foster increasing consumer and indus-
try recognition” (Loewenstein and Raghunathan, 2011). Loewenstein and Raghunathan said, One
means of addressing this challenge is to tell better and more universal stories to draw consumers in (2011). It is smart to use a plot line in a commercial because if there is a story to tell, it could cause people to stop and watch it to the end. It would get the views and recognition the company needs. In the Chevy Malibu commercial, they had an easy to follow plot-line and it was clear. It makes the viewers have an easy understanding of what is going on in this specific commercial.
All throughout the commercial, it shows how Maddie is a reliable dog and how she was there for the owner. Even through hard times, Maddie managed to also be a help to the woman
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that owned her. They showed how the 2014 Chevy Malibu was also always there for the woman and her family. This commercial used many techniques making viewers drawn to watch it. Com-
mercials use techniques such having a plot-line, music or product placement. These factors can affect the outcome of the advertisement heavily. The Chevy Malibu utilized those factors very well to have an effective commercial.
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References
Chiţu, I. B., & Tecău, A. S. (2010). Product Placement as a Form of Advertainment. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 3, 23–26. Graakjær, N. J. (2014). The Bonding of a Band and a Brand: On Music Placement in Television Commercials from a Text Analytical Perspective. Popular Music & Soci-
ety, 37(5), 517–
537. https://doiorg.lopes.idm.oclc.org/10.1080/03007766.2013.861242 Loewenstein, J., Raghunathan, R., & Heath, C. (2011). The Repetition-Break Plot Structure Makes Effective Television Advertisements. Journal of Marketing, 75(5), 105.