advertising anecdotes

8/3/2019 Advertising Anecdotes

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Chrysler's Success Story:Advertising as AnecdotesJames A. Benson

andJudith M.Thorpe

In mid-1978, few would have speculated that Lee A. Iacocca wasabout to embark upon one of the most remarkable comeback storiesin recent American business history. Once considered [he possible heir-apparent to succeed Henry Ford IIas chairman of Ford Motor Company,Iacoeca's ambitions were dashed when, on July 14, Ford fired him aspresident, eight years after Iacocca was named to succeed the previously-fired president, Semon Knudsen.' Bur Iacocca was not to remain fired.He became president and CEO of Chrysler Corporation and succeeded.Part of his success rests on his skill in advertising his own product,and part of the success of his advertising campaign lay in his use ofthe familiar anecdote.

Rep1 .c se nta ti'Qe i1 :necdo te sAdvertisements of Chrysler Corporation from 19791982 capitalized

on four representative anecdotes.The earliest representative anecdote to appear in the advertisements

examined-and the most pervasive, in terms of the number of ads inwhich it appeared and the time span which it encompassed-is ananecdote which can be caUed work ethic. This first anecdote is developedfrom two thematic concepts that dominate the advertisements includedin this section. These two themes are quafity and Yankee Ingenuity.At the foundation of this anecdote of the work ethic is the claim, 'WeMake Good Products'. The anecdotal tale which expresses this themeis familiar to most of us:

If yoo don't believe in the quality of yourself or your product, don't expect others tobelieve init. What made America. great was Yankee Ingenuitv, which is capable of producingbetter goods and services than any other nation.

We Make Good Products

1 2 5


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126 Journal of Popular CultureThe earliest version of this anecdote appeared in a 60-se ond radio

commercial on November 27, 1979. Iacocca developed his theme of beliefin the quality, of his product with a flat assertion:Dodge is building the kind of cars and trucks the American buyer wants today. There'sno question about that. The only question is ... will people give us a look? Will they'compare our products to the competition? We're confident we can make it in we marketplaceif our products get the consideration they deserve.

He reinforced the company's belief in the quality of their productwith a rebate offer of $300 to the first 100,000 purchasers of a Dodgetruck or auto- "proof" of the seriousness of his claim. Yet he was carefulto underscore the thought that the quality, not the rebate, would convinceone to buy the product:

Now $300 won'I convince anyone to buy 1 1 car or truck they don't wam. But it may convincealot of people to compare our products. And that's all we're asking.

The anecdotal theme remained essentially the same in one radioand two television commercials in D cember of that year. On December6, a radio commercial repeated the assertion that Chrysler makes qualityproducts, followed by the observation that other American auto makerdidn't show the same confidence in the quality of their products:

No other company makes this offer. Not Ford. Not GM. Only Chrysler sends 1100dollarsdirect L O 'You.

Television ads of December 7, 1979 asserted that Dodge and Chryslerbuild quality cars and trucks:

Dodge is building good cars and trucks, the right kind for today ....Chrysler's building good cars, we right kind of ca rs . . .

The quality anecdote began to evolve and change even late in 1979.A magazine ad, reponing on the results of Chrysler'S rebate campaign,presented a new basis of support for the quality claim-the Americanconsumer:

The best things that could happen to Chrysler just happened .... The American peoplebought 205 thousand Chrysler cars and trucks in less than six weeks. Two hundred fivethousand cars and trucks we self-styled experts said were wrong for America. That Americanswouldn't buy. The American people obviously didn't agree. And they backed their opinionwith hard-earned cash. Not just Chrysler owners. But GM owners. Ford owners. Evenimport owners bought Chrysler cars and trucks by the [ens of thousands.


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Chrysler's Success Story 127The ad then links the purchase response to the quality of Chrvsler

products:Given freedom of choice, the car buyer can be counted upon 'to pm his money on thebest product at we best price ..And Americans bought Chrysler products in record numbers.

Further refinements in this version of this anecdote emerged laterm the 'advertising campaign. A 1980 magazine ad. proclaimed Chrysler'squality in terms of greater experience and reminded the message receiverthat Chrysler had changed-it was a Nr:w co,ri'loration:The New Chrysler Corporation has 10 billion miles more front-wheel-drive experienceihan Toyota or Datsun ....

The final evolution of the "we believe in our product' version ofthe quality anecdote came in the form of Chrysler's guarantee of consumersatisfaction with their product. A magazine ad in 1980 proclaimed:Only the New Chrysler Corporation has a satisfaction guarantee. Toyota, Datsun andHonda don't, Ford. and GM don't, Bur one of OtU new 1!J80 front-wheal-drive Cal'S forpersonal use from a participating 'Dodge or Chrysler/Plymouth dealer. Drive it up to30 days or 1,000'miles-whichever comes first. If you're not completely satisfied, you'llgel. your money 'back. Our confidence in the quality of ourproducts has been justified.About 112 of I percent of our hom-wheel-drive customers have asked fur a . refund underOlUmoney-back guarantee.

A 1980 newspaper ad expanded the satisfaction guarantee; addinga2 year auto dub membership, free oil changes and maintenance for2yea.rs or 24,000 miles, and a ,$50 test drive offer to compare Chryslerbefore purchasing a new: car or truck.

In a March 24. 1981 radio broadcast, Iacocca associated the test driveoffer with quality illthe Chrysler workplace:ThIS is Lee Iacocca, It's no secret a lot of people believe American cars aren't built aswell as Japanese and EUropean cars, Well. I'd like 10 take every American thru one ofthe New Chrysler Gorporation's plants to see the spirit of our workers, the level of ourtechnology, the quality of our cars. Then no. one can say our cars don't stack up to theJapanes'c cars o r anyune else's.

This same theme was altered slightly in at 1981 magazine ad:To anyone in .America who thinks Jap


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128 Journal of Popular CultureThe final version of the guarantee to. appear in the ads-in bQih

a television and a magazine ad in 1982-was announcement o f Chryslfl1:'s5 -yea :z :, 5 ( i) ,OOOmile warran ty , For the f i rs t time, I a c o c c a e){pressestherepresentative anecdote in the form of belief in one's product:If a manufacturer doesn't have enough confidence in the quality of what he makes, hedoesn't have 'the riglu io ask you to buy it,

He concludes. his appeal. with a verbalization of his confidence InChrysler's products:So if you can Iind better protection, take it. ]f you find a better car, buy it.

A second version of the work ethic anecdote told the talem termsoE the familiar story of Yankee ingenuity. Much as he did in the qualityversion, Iacocca initially asserted that Chrysler had Yankee ingenuity.In two September television ads he proclaimed:Yankee ingenult)' is still alive and well. You'll see it on October 2nd ... 0_11 K-day whenChrysler'sK cars are coming to challenge the imports,and:

For [00 long now ... American has been laking a beating at the gas purnpl And... .Ior[00 long, ,.America ha~ been depending on imports for high mileage cars. Well. . Yankeeingenu:ity is , still alive and well. The New Chrysler Corporation introduces .. .the K cars.

Later, < I . magazine ad equated Yankee ingenuity with being ableto match the gas mileage of imports:On.ly the New Chrysler Corporation can lake on Toyota, Datsun and Honda when itcomes to high gas mileage. Ford can't. GM can'I .(Chrysler has) a gasoline estimatedmpg rating nobody can beat, 37 estimated miles per gallon.

Another magazine ad cast the Yankee ingenuity tale in the formof being able to beat the imports, announcing that Chrysler has front-wheel-drive cars to challenge the imports, while one more ad offered"proof": a survey of 50 people in Los Angeles reported that peoplepreferred the Plymouth Horizon to the Datsun 510,41-9.

The final version of the "Yankee ingenuity" anecdote occurred ina June 2, 1982 television commercial. In this commercial, Iacocca wedsthe two themes of the anecdote (qualitv and Yankee ingenuity). Hereinforces that Chrysler win assure that "made in America" stands forsomething:


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Chrysler'sSuccessStory 129There was a lime when "Made in America" meam something. It meant you made thebest. Unfortunately, a Jot of Americans don't believe thal anymore, and maybe with goodreason. But the time has come [0restore the confidence of the American car buyer .inAmerican technology, American workers andAmerican cars. It's lime we in the auto industryconvinced you that you can make a long term investment in the quality of a new Americancar and nor have to worry about h. So Chryslerw ill protect every new American builtDodge. Chrysler and Plymouth passenger car three ways We in the car industry mustmake "Made in America" mean something again. We owe it to you. So we invite GMand Ford to follow Chrysler. But undl they do, if you can lind better protection, takeit. U you can find a better car, buy it.

Itis important tomake the following observations about the anecdotewhich wehave just discussed.First, unlike the anecdote discussed in Brummett's analysis.stheseadvertising anecdotes evolved and changed over a period of time. Thatis the content and form of the anecdote grew. Early a.ssertions of proofwere later supplemented with more tangible "proof" and, ultimately,with satisfaction guarantees and warranties,

Second, the anecdote, itself, functions as proof of the advertisementclaims early in the telling of the anecdote. Iacocca simply asserts thequality of Chrysler products in early versions of the "We make goodproducts" anecdote; he merely claims that the K cal'sepitomize Yankeeingenuity.

Finally, note that twodifferent themes of this anecdote are ultimatelyfused in a late advertisement in this campaign-the themes areamalgamated into one representative anecdote.

These observations suggest that the particular media may utilizethe representative anecdote in unique ways. Our findings indicate thatadvertising may employ the representative anecdote differently than doesfilm or a book.

Here to StayA second representative anecdote was related in three television

commercials in 1980.The anecdote developsa talewhich wasfundamentalto the other anecdotes employed by Chrysler and Iacocca: we are hereto stay. One notion which many in the consumer market associated withChrysler and its products was that the automaker might not survive.To the extent that this was accepted as "fact," Chrysler's appeals ofconfidence in their product and of a willingness to guarantee theircustomer's satisfaction would have minimal impact. Why would onepurchase a car-even 01 quality--if the manufacturer might not be inbusiness to stand behind itt What good i a warranty if the manufactureris no longer in business?

The tale expressed in this anecdote is relatively simple. One versionwhich most of us have probably heard of this anecdote is from amerchantwho attempts to . sell us something-"You can have confidence if you


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130 Journal of Popular Culturedeal with someone who is going to be here tomorrow to stand behindthe product they sold you."

In the advertisements examined, Chrysler utilized this anecdote inthree television ads which aired in February and July of 1980. The firstad appeared shortly after lacocca had convinced Congress to supportthe Chrysler Loan Guarantee. The controversial nature of the actionand the fact that Chrysler was obviously unable to obtain the desiredfinancial support by using traditional avenues may have implied to manyconsumers that the automaker was not going to survive. Chrysler offici.alswere undoubtedly well aware of the connotations associated with theloan guarantee and the questions which this action may have plantedin the mind of the auto consumer.

Iacocca.as spokesman in the commercial, repeated the "we are hereto stay" message in three different ways in a 60-secon.d time span:The New Chrysler Corporation is in business to.stay,We must build every car, every truck, as though our very survival depended on it. Andwe are ..Americahas given the New Chrysler Corporation breathing space. Now watch us go.

In each instance; Iaeocca is attempting to assure the auto consumerthat Chrysler Corporation will be here in the future to back up [heirproduct.

A thirty-second television commercial in late July repeated [heanecdote in similar terms:The financial episode is over. We're in business [0 Slay. Chrysler is back in the businessof sellin~ Gars and trucks, Finally ..we're back in that business again.

Another thirty-second ad, aired the same day, used Frank Sinatrato help Iacocca tell the anecdote. This ad addressed one particular concernof consumers in more specific detail than had the two previous ads:Announcer: A conversation between Frank Sinatra and Lee Iacocca,Iaeocea: Wllat we've gOI to establish is not only Ihal we build goodcars but that we'rein business rostav, We have the financing in order, Frank.Sinatra: OK Lee, what's Chrysler got in the-showrooms today? Right Now.Iacocca: Well, what we have 15 what the Am.eriean puhlic wants ....

This anecdote was related. in the Chrysler campaign for only a briefspan of time-capprcximately five and one-half months, It was onlynecessary for Chrysler to tell this anecdote while doubt about theorganization's future lingered in the consumer's mind. Once the


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Chrys:ll~r'sSuccess Story 131permanence of Chrysler was accepted by large numbers of auto buyers,the anecdote was no longer useful to Chrysler.

Go' With A WinncjrThe third anecdote which Chrysler ads related is "go with a winner."This is a popular anecdote in our culture ...Americans tend to think oftheir country, their way of lif.e,their form of governmen t, their heritage-almost every aspect of American life-as the best. We tend to idolizethe winner, whether it be an athlete or a politician, Like the previouslWO anecdotes, this is a simple tale: W.elikewinners. Winners have moreexpertise than do losers. We should use the services and purchase theproducts of those who have succeeded in the marketplace ..

The best example of this anecdote occurred in a 1979 magazine ad:, .. Given Ireedom of choice, the car buyer can be counted on to put his money on thebest product at the best price. And Americans bought Chrysler products in record numbers.Chrysler sales for the period were up 55 percent, all all time record. GM down 17.6 percent.And Ford down 14.1 percent And only Chryslergained in snare of market. We doubledour truck share versus the previous month. And increased our. car share by 60 percent.

The ad repeats the winner tale in different words Iater.Wha; sells best ill the ear business is new products, And Chrysler has more all new productsthan 'anyone else.

The "winner" theme concludes the ad, as well:But rnoreunportant 10 us than anything else, Chrysler has momentum in the marketplace. And we intend keeping it, We're delighted. with the vote of confidence the Americancar buyer bas given Chrysler in the last sil)(weeks. America, we thank you.

One 1980 magazine ad expressed the "winner" anecdote m termsof auto buildingexperience, claiming that Chrysler had 10billion morefront-wheel-drive experience than major competitors Toyota and Datsun.Another ad verbalized the "winner" tale in the form of "join thebandwagon," using a Los Angeles survey to suggest that consumerspreferred Chrysler products to those of the Japanese manufacturer,Datsun.

We Can OvercomeThe final anecdote found In the Chrysler ads most directly invitedthe viewer to participate. It provides, what Brummett calls "equipmentfor Iiving," since it addresses problems which are being experienced bythe ad'sjmended viewer. These Ch);ysler ads address four problems:inflation, the petroleum shortage, high inrerest rates" and high prices.


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132 Journal of Popular CultureThe tale of this anecdote is dear and brief: We are aware of the

problem; we agree that there is a problem; we can help you combatthe problem. Not only would the advertisement invite participation onthe basis of discussing a concern of the consumer, but the advertisementhas appeal because it offers assistance to combat the problem.

InflationThis is the earliest of the problems 10 be addressed by the

advertisements examined. Two early December television commercialsintroduced this anecdote in 1979:Dodge is building good cars and trucks, the right kind for today. And we don't wantinflation. to SLOp anyone from buying them .; .. Get a ~300 check direct from Chryslerright now when you buy one of these 1980 or '79 Dodge cars or trucks.

The second ad repeated the anecdote but tied the offer to Chryslerand Plymouth automobiles.

Petroleum ShortageTwo television commercials, one a 30-second and the other a 60-second, initially aired in September of 1980 with Lee Iacocca as thespokesman, related how Chrysler could help solve the petroleum crisis.One linked the solution to Yankee ingenuity:Yankee ingenuity is still alive and well. ... If everybody in the U.S. drove a K car ... wewouldn't have to import a single drop of OPEC oil for gasoline .... K cars .. the Americanway to beat the pump.

Another ad made the same claim for Chrysler and Plymouthautomobiles.For too long now ... America has been. taking a beating at the pump. Well, Yankee ingenuityis still alive and well, The New Chrysler Corporation introdu es ... the K cars I The Americanway to beat the pump .... If everybody in the U.S .. drov a K car. .. we wouldn't haveto import a single drop of OPEC oiJ for gasoline.

High Interest RatesA 60-second radio commercial, produced December 12, 1980 repeated

the "We can Overcome" anecdote; this time, the problem is high interestrates:Announcer; When high interest rates keep America from buying the fuel-efficient carsit really needs, it's time [0do something. Mr. Lee Iacocca, chairman, the New ChryslerCorporation.


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Cbrysl,er's Success Story 133Iacocca: Chrysler 'Corporation will help make up the difference between what the cost0 . 1 credit. for a new earshould be and what it actually is. So Chrysler will give youacash credit of 4% off the sticker price ... Chrysler can't lower the mreresrrate. but wecan help you handle it.

H igh . P ric:eiSThree commercials produced in October of 1981 indicated how

Chrysler intended to help the consumer overcome the problem of highauto prices. Two television commercials developed this anecdote inproblem-solving fashion:

Lee A. Iacocca: People WaDI: to' buy new cars. Not for the sheet' desire 1.0 have a rncenew shinycar, Because they need a new car. They absolutely mj(~d new cars with goodfuel economy ..... Let's talk about prices arid let's talkabout interest rates. The averagebuyer, ] needn't tell, this group, has' literally been johed by rhe so-called ... one of youguys coined it I guess .. ."niCker shock" when be walksIntothe new car showroom. Buthe's been jolted even worse when theycalculate for him what his monthlv paYJTI I .el l l :S willbe-.... And that's themonthly payment shock. We're going to lIy to declare war on slickershock. We will hol.d the price line 011 Omni and Horizon Mizer and custom models .... Jnever saw a guy who was againstsaving 800 bucks when he can get a car that's as goodas the other guy's car.

A ramo commercial told the same tale Slightly differently:The American car buyer is being jolted by slicker shock. He's being jolted by a b;ig monthlypayment .he just can't afford. He needs help ... badly. So Chrysler is declaring war 011sticker shock.

ConclusionThese advertisements during an important time span in the recent

history of Chrysler Corporation force us to draw several conclusions:First, ananecdote may be expressed in the form of themes, as in thecase of the first anecdote" rather than in 'episodes. Second, the anecdotestended to evolve, change and, at limes, become amalgamated,Additionally, advertising media uses short anecdotes. The implicationis that the form of the anecdote may vary, depending upon the typeof media.

NotesThe authors wish to note that all contributed equally to the manuscript; the

order of names should notbe inrerpreted in terms of .primary ,8uthorship,I"Iacocca, in riit with Henry Ford, ousted as President of Auto Maker," (1978,

July 14). New York Times, Section D, 1-3.!See Brummett, B. (1984, June), "Burke's Representative Anecdote-as a Melhodin Media Criticism." Critical Studies in Mass Communication lfil_17'l R~,~~ .."


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134 Journal ofPopular CultureB, (1965" Sept.), "Electric Literature as Equipment for Living: Haunted Hause films."Critical Studies in, Mass Communication, 247261.Jaml!!i A. Benson. is Professor, Department of Communication, University of Wiscon:sin-Oshkosh 54901.Juditb M. Tborpe js Assistant Professor, Department of Comrnunicarion, University ofWisconsin-Oshkosh 54901.

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