Rising From the Rubble How Detroit’s hardships and the downfall of the automotive industry spurred an ad-

campaign and a new beginning.

Fall In 2009 the American Automotive industry took a turn for the worse and the “Big Three”

(Ford, General Motors, and Chrysler), all were forced to fight for their existence. General Motors received a bailout from the government but still had to go through

Chapter 11 reorganization in order to save their business. Ford was able to turn the quality of their products around and come out of the crash

relatively unscathed. Chrysler was on the verge of bankruptcy, but a government persuaded sale of the

company to Fiat, a European automobile company, ultimately saved them and allowed for a resurgence in pride for Detroit as a city and domestic cars as a whole.

America’s Import

Imported From Detroit

Relating to Rugged Roots Chrysler’s “Imported From Detroit”

campaign uses a blend of Ethos and Pathos to persuade consumers to buy their product.

In a show of Ethos, Chrysler uses Eminem to show that Detroit’s most well known son cosigns the brand.

Pathos is used as an appeal to the blue-collar Midwesterners/Michiganders that work hard and struggle every day to make something for themselves.