American Patriotism and Corporate Identity in Automobile Advertising

The purpose of this study is to explore how automobile manufacturer General Motors (GM) has framed its corporate identity in domestic ads to convey the 'American brand' image. The author argues that GM has continuously used a patriotic framing in its self-representations, linking itself and its products to the well-being of the country.

The triumphal march of the automobile and its connection with American culture have often been acknowledged in scholarship. By contrast, the culture-specific, value-oriented advertising strategies of the most important US carmaker General Motors (GM) in its home market have received less attention, especially in American Studies. This study focuses on the connection between GM products and America and the fundamental values represented by politics, business, and society. The author examines which textual and visual strategies GM uses in its image advertising to establish and maintain its patriotic American image. He argues that GM's advertising campaigns follow a patriotic leitmotif and are consistently in line with American core values, often generating new patriotic ideas.

Autorentext

Markus Weik studied American Studies, English Literature and Culture, and Physical Education at Johannes Gutenberg University Mainz and the University of Kansas in Lawrence (USA). He earned his Master s degree and PhD in Mainz and is currently working as a media spokesperson at a large German corporation.

Inhalt

American Core Values Patriotism Consumer Culture Image Automobile Advertising General Motors Dinah Shore «See the USA in Your Chevrolet» «Baseball, Hot Dogs, Apple Pie and Chevrolet» «The Heartbeat of America» «Keep America Rolling» «An American Revolution» «Life. Liberty. And the Pursuit» «Rethink American»