Commentary From An Unlicensed Author: Issue #1, Chevrolet Silverado

[YSSMAN]

Okay kids, I'm thinking I may start doing some random postings on here of what I think about what is going on partaking to the automotive industry. It is all meant to spur conversation, to inform, and to otherwise complain. Feel free to chime in folks, this should be fun.

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If you've been watching any television in the United States over the past two weeks or so you are bound to have come acrossed the ad campaign over the new 2007 Chevrolet Silverado. Ads are often shown during the sporting events on television, particularly this years World Series and regular season football on Sundays and Mondays. There has been a bit of controversy over the ads, some riding on some rough spots in our history, and another directly targeting our illegal friends from Mexico.

1) Ad #1 "This is our Country"


I often wonder how exactly an ad like this would be viewed by someone who didn't grow up in the United States. It certainly promotes some very American ideas and shows a large part of our distinctly American history, but the inclusion of the "bad" isn't something that many people care to see.

I have to admit that the inclusion of Vietnam and Katrina at first was a bit upsetting to myself, and to most people I know. But many people forget that these two events are huge parts of this country's history and continue to influence how things are taken care of. Sure, Vietnam may be rubbing Iraq into our faces, and Katrina is a wound that is still a bit fresh...

It is a tough call. I wouldn't say it was completely appropriate to put that in the ad, but to ignore it altogether is wrong as well. There have been other people who were upset over the inclusion of the beams of light from Ground Zero, but to me that is also a defining moment in American history as well... Serving as an icon as to what makes us American, and why we should be proud to be so.

I think I like the message that the ad presents, but I'm not sure on the delivery. I'm not sure if it makes people go out and buy the truck, but then again, I don't have all the best answers.

2) Ad #2 "Birthplace"


This however is an ad that I think is very effective. It captures the ideas of spirit of the middle class, blue collar workers, those flag-waving Americans who would do anything for their fellow citizen and their country to keep it alive.

This is the kind of ad that Chevrolet should be using in the full-form. Not necessiarily ignoring the history of the country, but targeting middle-America that will be buying this truck in droves. Chevrolet is going to need to fight Toyota with all of their might, and if the Tundra display at Chicago was any sign of their upcomming campaign (read; we built them for Americans based on what Americans want... Plus, they are built in Texas!), commercials like this will be an important part of the Silverado marketing scheme.

3) Ad #3 "Subete"


Don't adjust your computer folks, thats all Spanish there...

I was watching the World Series a few nights ago and this ad came across my television. Thinking that something had gone wrong, I had to check the channel.

"Odd," I thought, "Why is this all in Spanish? What are they trying to sell?"

Much to my surprise it was an ad for the same Silverado in question, and to put it mildly, I was pissed.

First of all, I do understand that the latino community in this country is a market that is pretty much untapped by most major corporations. That would be the legal immigrants plus the roughly 14 million illegals that shouldn't be here in the first place. So why then is this American company trying to sell America's truck to people who aren't American? Money.

If this wasn't a sign that our country is going to hell in a handbasket, I don't know what is. There is obviously a problem with immigration, rich Mexican-American history or not. I don't care if there were famous baseball players, if they helped to build the Hoover dam, or figured out color television.

...The thing that upsets me the most is that it basically validates the whole reason why there are 14 Million illegals in this country. Being all in Spanish shows that they won't have to assimilate to be accepted, learn English, and recieve an American education. This also acknowleges that they are here and have money, encouraging them to stay in our country and save money and buy a new truck... Not what I want, not what more than 75% of this country wants.

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Hiccups or not, Chevrolet's launch of the truck has been somewhat successful. If you belive in the idea that there isn't such thing as "bad press," then Chevrolet may be quite successful with the truck. It has signals however that things are a bit rough to begin with, and that certainly isn't a good thing.

...I love the truck, but the "Subete" ad really pushes my buttons. But outside of that I give Chevrolet a modest "thumbs up" overall...

 

[skip0110]

First of all, I do understand that the latino community in this country is a market that is pretty much untapped by most major corporations. That would be the legal immigrants plus the roughly 14 million illegals that shouldn't be here in the first place. So why then is this American company trying to sell America's truck to people who aren't American? Money.

If this wasn't a sign that our country is going to hell in a handbasket, I don't know what is. There is obviously a problem with immigration, rich Mexican-American history or not. I don't care if there were famous baseball players, if they helped to build the Hoover dam, or figured out color television.

...The thing that upsets me the most is that it basically validates the whole reason why there are 14 Million illegals in this country. Being all in Spanish shows that they won't have to assimilate to be accepted, learn English, and recieve an American education. This also acknowleges that they are here and have money, encouraging them to stay in our country and save money and buy a new truck... Not what I want, not what more than 75% of this country wants.

Okay these comments are showing a lot of bias. What makes you think that every illegal is Latino, and that a Spanish-speaking individual is automatically illegal? Also McDonalds has been doing Spanish-language ads for a few years now anyways so this is nothing new.

EDIT: plus, if they buy the truck, it can only do good things for our economy, right?? Better than earing the money and sending it home...

 

[1X83Z]

Much to my surprise it was an ad for the same Silverado in question, and to put it mildly, I was pissed.

 

[Deathclown66]

I don't see a problem with advertising to spanish people, but I do have a problem with the spanish commercial.
@ Skip-buck, Well, he never said every illegal alien was latin, (Latino means Man, FYI), but, if he insinuated most all are, he's 100% correct.
And, the hell with McDonalds.

My problem, however, lies not with advertising to the latin community, not even the aliens, theleast they could do is contribute to the economy.
No sir, My problem lies with the encouragment, for lack of a better word, the convienience provided to these people that are so disrespectful to the country they move to, the country that provides a better life for them, and helping them understand, and the implication that it's ok not to speak English.

 

[skip0110]

@ Skip-buck, Well, he never said every illegal alien was latin, (Latino means Man, FYI), but, if he insinuated most all are, he's 100% correct.
And, the hell with McDonalds.

My problem, however, lies not with advertising to the latin community, not even the aliens, theleast they could do is contribute to the economy.
No sir, My problem lies with the encouragment, for lack of a better word, the convienience provided to these people that are so disrespectful to the country they move to, the country that provides a better life for them, and helping them understand, and the implication that it's ok not to speak English.

So, according to that argument, we should outlaw all Spanish-language television? The US has no national language, I remind you.

I still don't see how Chevy having a Spanish-language commercial is motivating or validating anything. It's just Chevy trying to do some marketing. GM can run their business however they want.

People who get worried about this are just feeling worried about being in the minority. Heh.

 

[Deathclown66]

So, according to that argument, we should outlaw all Spanish-language television? The US has no national language, I remind you.

Funny you mention that, being that congress just voted on this recently, and English officially became our national language.

And no, it doesn't mean we should outlaw it, it simply means if you can speak/understand English, why do you need spanish tv? you don't.
I work with two Russians, a mother and daughter.
The other day, we were talking about some of the Latin workers in the one zone, and how they only speak spanish. Now, She speaks very rough english, but she damn well trys her ass off, and you know what she said to me when I told her to speak to the spanish people in Russian? "No. I am in America, and Americans speak English, I will not be rude, and speak so you cannot understand."

I still don't see how Chevy having a Spanish-language commercial is motivating or validating anything. It's just Chevy trying to do some marketing. GM can run their business however they want.

It's motivating, and making the lives of those to lazy or ignorant or disrespectful to learn our language, easier. It's facilitating them.

People who get worried about this are just feeling worried about being in the minority. Heh.

oooooooook....?

 

[neanderthal]

im black, and have often had people speak in spanish to me. i always politely tell them i dont speak any spanish. if they insist i start speaking in zulu or xhosa. that usually gets them to speak english. or try to.

itd be a foolish corporation that decided to ignore such a large part of the buying population as the spanish speaking market.
i know a lot of people who take pride in speaking spanish. they speak great english, but whenever they get the opportunity, they speak in spanish; lunch time means listening to the tv over a cacophany of spanish. more power to them. at least they can speak more than one language.
the ones that dont bother to try and learn............

 

[Wolfe]

People who get worried about this are just feeling worried about being in the minority. Heh.

Actually, I'm just sick of wasting precious time at work explaining things in triplicate or trying to interpret hand-motions/indiscernable mumbling just because a grown man who lives in this country doesn't want to learn the language that the vast majority of citizens speak.

I don't know and don't want to learn Spanish, but that doesn't mean I'd try to hack my way through daily life using only English if I lived in Mexico or another Spanish-speaking country. I'd learn the language whether I liked it or not.

 

[Deathclown66]

Actually, I'm just sick of wasting precious time at work explaining things in triplicate or trying to interpret hand-motions/indiscernable mumbling just because a grown man who lives in this country doesn't want to learn the language that the vast majority of citizens speak.

I don't know and don't want to learn Spanish, but that doesn't mean I'd try to hack my way through daily life using only English if I lived in Mexico or another Spanish-speaking country. I'd learn the language whether I liked it or not.

They make pages over the intercom in Spanish where I work, even though they're not supposed to.

i know a lot of people who take pride in speaking spanish. they speak great english, but whenever they get the opportunity, they speak in spanish; lunch time means listening to the tv over a cacophany of spanish. more power to them. at least they can speak more than one language.

And that is great, I'm glad they can speak more than one language, they have fulfilled an intelligent process of moving to a foreign land.
Now, let me ask you: Do these people need tv in spanish?

And also, you say they're proud to speak spanish. So are are they proud of where they're from? And let me guess, they're represent their country, and where they came from, because they love it.
Why are they here then?
I work with a british guy, he's not always babbling about British pride, and he doesn't need to try to tell me how awesome Britain is, but I guess he knows that argument won't hold water coming from a guy that left that country, to come to this one.
If you're going to brag about a country, you should live there. simple as that.

 

[1X83Z]

itd be a foolish corporation that decided to ignore such a large part of the buying population as the spanish speaking market.

It's just this simple. 👍

You're black?

 

[YSSMAN]

I can't argue with GM attempting to take one of the fastest-growing markets in the Economy (I'd guess second only to the "Boomers"), but it is the fact that they are doing it in spanish.

What I was trying to get at was that it baisically validates their stance where they don't want to learn nor speak english. It is a problem I encounter every day at work, and I'm sick of playing the hand and slow-word games to point them in the right direction, or to kick them out of the store when we are closed.

...Lets look at this another way:

1) I am always surprised when European tourists come into the store and speak English. Although they walk around the store speaking French, German, Italian, etc they always are able to conversate with me in English (although often broken) where we can understand one-another. They too are often surprised when the employees I work with can speak their languages as well, myself and German, my good friend with French, and another with Spanish.

2) When my ancestors came to America (major nations involved were Netherlands/France and Germany/Poland, my other 1/3 allready here, being Indian/British) they learned English so that they could be a part of this country. Only two generations ahead of me, one that I barely knew, spoke primarialy in Polish in and around the family. But in public, it was all-English.

The question of groups assimilating into a nation has been a problem on both sides of the pond, there isn't any question there. In America we are dealing with a reluctant group of Mexicans and other latin communities who refuse to learn English or embrace American ideas. In other parts of the world, it has been my understanding that Middle-Eastern communities have been the problem in nations like the UK, France, and Germany.

Again, I can't argue with the economics of the issue. But it certainly is a "sign of the times," and an unfortunate one at that.

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Anyone else care to comment on the other ads?

 

[neanderthal]

It's just this simple. 👍

You're black?

a deep dark chicory colour really. almost a coffee colour. but commonly referred to as black. born and raised in africa. (notice the "u" in colour? thats the queens english right there!!! )

And that is great, I'm glad they can speak more than one language, they have fulfilled an intelligent process of moving to a foreign land.
Now, let me ask you: Do these people need tv in spanish?

no. but the people who are comfortable with spanish might be more comfortable watching tv in their native language. just as if you were a marine stationed in germany and had bothered to learn to speak german, youd want to watch english tv as the jokes, idioms and wit dont often translate between languages. even between english.

im from africa. given a chance to watch tv in my native language you better believe id be all over it. even though im very proficient in english.

And also, you say they're proud to speak spanish. So are are they proud of where they're from? And let me guess, they're represent their country, and where they came from, because they love it.
Why are they here then?

hey, theres nothing wrong with being proud of your heritage. dont confuse that with economic reality. fact of the matter is if you lived in a foreign country youd associate primarily with other people from your country and youd joke among yourselves and keep in touch with goings on back home through a loosely affiliated network of people. i know i do.

does that negate the validity of my being here? youll need to explain that to me. im proud of my zulu and xhosa heritage. and those are not countries, but tribes (ever notice how black ethnic populations are tribes while white ethic populations are "ethnicities?") in south africa. you can never get me to deny my ethnic roots. every. i may be american now, but im zulu in my blood.

1) I am always surprised when European tourists come into the store and speak English. Although they walk around the store speaking French, German, Italian, etc they always are able to conversate with me in English (although often broken) where we can understand one-another. They too are often surprised when the employees I work with can speak their languages as well, myself and German, my good friend with French, and another with Spanish.

thats coz language instruction in a language other than your mother tongue is mandatory in europe. in fact in most of the rest of the world. thats because of the prevalence of different languages in a small geographic region.
at my high school, in africa, we were given 5 languages of instruction, 2 of which were native to africa.
here, everybody speaks english. and most dont bother to make an effort to learn about the rest of the world, its cultures or its languages. the history taught here would lead you to think that most of the world is centered around north america. the history that i was taught encompassed the entire globe. not just africa.

ive heard so many people denigrate someone else who speaks heavily accented english when they themselves only speak one language. whos the one who should be laughing? i always make it a point to tell that idiot thats laughing at the .................(indian,, hungarian, polish, cuban, whatever) that that other guy could actually curse your mother right now, with a smile on thier face and you wouldnt even know what he said.

dont get me started on the arrogance of americans and the english language. the ONE language that most of them speak, and one that they themselves routinely butcher. at least i speak 5 languages. 2 very well, and three marginally so. who, that is proficient in only one language can laugh at that?

 

[Omnis]

Welcome to America. If you thought that was bad, wait till you go to Miami. It's a whole 'nother country.

I love languages and diversity and stuff, but I get super pissed off when people confront me, especially for the purpose of business, in a language other than English. Make the attempt, folks.

This spanish chevy ad is totally stupid. All it does is display some kind of segregation and crap. I don't know why there's so much pride on display by these new-age immigrants. Everything is [insert latin american/caribbean country here] this and [*] that.

In the past, immigrants became Americanized and assimilated to and contributed to the "american culture". People like to call our country a salad bowl instead of a melting pot now; if that's the case, we must be the oil and they must be the vinegar.

If they wanted to appeal to "latinos" they should've just created a commercial with everybody in it (working together, perhaps) to begin with.

 

[Master_Yoda]

Um, I understand your point. A large part of California is latino, but don't go over your head with saying mexican. There are 21 countrys in this world that speak spanish. One which is in Europe, and the rest are North, Central, and South America. There not just Mexicans, yeah a large bit is, but there are lots of others. Ok so back to my original statement, California is one of the highest latino populated states, and i must say that at least 95% know English. And my school has plenty of spanish/english speakers. But I think that people think, OH MY GOD! There speaking spanish since they have such a deep accent.

Ok, I think that GM is focusing this add towards the hispanic/latino comunity because almost all of them either work at a fast food resturante, a mexican food resturante, or they are builders. So they use trucks, like Chevy, Ford, Toyota mostly. So why not make a advertisment showing the historic past of Chevy trucks, it may make them think, O sweet, and they go out and buy one. But I don't know, i'm not them.