The Chevrolet Equinox’s commercial called Maddie is a commercial that shows the true meaning of a dog is a man’s best friend. The target audience for this commercial is for dogs lovers and pet owners. The ad tells a story of a girl and her dog names Maddie, which is a Golden Retriever and the years that they have spent together. Maddie has been through the ups and downs of her owner. Maddie always gave her back to her owner to show that she is not alone during her most happiest and saddest moments of her life.
The meaning and symbology of this commercial is that the it is presenting that just like a dog, the chevy car can be a part of your life as well. That buying the chevy is like having a companion who will be there for you throughout your special moments and be there for you through thick and thin. A dog, especially a golden retriever represents, companionship, loyalty and friendship. In the end of the commercial it showed the car and it says “a best friend for life’s journey” which indicates that while having the chevy car you will have unforgettable memories with the ones you love and that the car will be worth your time because it will also be like your best friend that will be with you through out your journeys and the good and bad times of your life.
According to Baudrillard,“commodities are bought and displayed as much for their sign-value as their use-value, and the phenomenon of sign-value has become an essential constituent of the commodity and consumption in the consumer society” This means that people are not buying the product for just the product, they are buying the product due to the illusion and the feelings that the product is giving. For instance, people will buy the chevy car, because they want that companionship and to make beautiful memories that the car will give. Baudrillard also claims that “the entire society is organized around consumption and display of commodities through which individuals gain prestige, identity, and standing. In this system, the more prestigious one’s commodities (houses, cars, clothes, and so on), the higher one’s standing in the realm of sign value.” Which means that people buy things in order to gain things for themselves. Like in the commercial people will gain happy memories throughout their journeys with the car.
The Maddie chevy commercial is a very touching story which can persuade someone to buy the car is order to make and have these special moments. According to Baudrillard, “individuals can neither perceive their own true needs or another way of life.”
