Claim:
The advertisement is about a luxury car. The claim made in the advertisement is about an ultra Luxury car which the city has not experienced ever before. The claim presented in advertisement is, the car is utmost luxury and people should accept this fact and also People should use this luxury car.
Grounds:
The ground made in the advertisement is this city does not know any thing about luxury. It has been to the hell till now and started learning finer things in life from now on. This car will be an addition to their learning and will provide altogether new experience. They have not experienced luxury before and this car is going to teach the people of the city what luxury is.
Warrant:
We are from America, and we are in your city for you to experience what luxury is. The car company is promising the people that they are the best in luxury segment and they will tell the folks of the town what luxury is in its real sense.
Backing:
Imported from Detroit, the Spirit of Detroit has been shown in the advertisement and the brand name of Detroit, the motor city has been used to attract the people and to assure them that they are the expert of car making and that too in luxury segment.
Qualifier:
The facts given in the add to support the warrant is the quote used “hottest fires that make the hardest steel “the advertisement advocates that the people who are hard working and doing good in their life deserve more than common things in their life.
Rebuttal:
This is the Motor City and this is what we do. Detroit is the motor city and known for several branded car brands.
This video is successful in presenting its claim to its target audience; the target audience is the working class and youth of town. The people who have not experienced the luxury before are on the radar of the car company.
The claim of this advertisement is that the car company is offering an ultra luxury model which has neither seen nor experienced by the folks of the town. This is luxury beyond once imagination and the car company is going to tell the folks what luxury is.
No any specific or clear data is presented in the advertisement, the advertisement deals only with the account of luxury and that they are from Detroit, the motor city.
The video is beautifully made and convey a transparent massage to the audience. The music and the sound in the background have been tremendous. The places shown in the video are nicely selected. Eminem has tried to show the Detroit pride in the advertisement.
Many arguments may be there, the company’ claim that they are one who going to teach the people what luxury is and no one has experienced or seen luxury before, is not justified. Ultimately there are several car companies which are the synonymic to the luxury and that is on record, how they can claim that they are going to teach what the luxury is and that people have not experienced the luxury before.
References
Nordquist, R. (n.d.). Toulmin model. Retrieved October 20, 2011, from www.grammar.about.com: http://grammar.about.com/od/tz/g/Toulminmodelterm.htm
The Toulmin Model of Argumentation. (n.d.). Retrieved October 20, 2011, from www-rohan.sdsu.edu: http://www-rohan.sdsu.edu/~digger/305/toulmin_model.htm
