Ain T Your Daddy's Oil Case Analysis

This Ain’t Your Daddy’s Oil: The American Petroleum Institute’s Plea for American Hearts

The debate about the merits or lack thereof of the use of petroleum has long polarized American citizens. To many, the oil industry invokes immediate images of profitable business ventures or environmental degradations, language alignments which have synonymized these images with the petroleum commodity itself. Calamities such as the BP oil spill have only added to the negative associations attached to the oil industry, the result of which has launched the American Petroleum Industry’s new rebranding campaign. The campaign’s ironic homage to the failed GM Oldsmobile rebranding campaign, as well as its attempt to sell the commodity of oil, rather than a specific branded product, provide unusual grounds of comparison at what marketing strategies, from weasel words to direct appeals to the scientific community to the downplaying of controversial subjects works well to create a

It directly alters language alignment with an appeal to the skeptical scientific community about petroleum’s technological benefits. It furthers its consumer base without alienating its loyal consumers by simply altering the rhetoric surrounding the product, while maintaining the integrity of the product itself. Most important of all, it follows the key advertising language strategies such as the deployment of vague statements and weasel words and the intensify downplay strategy outlined by Bill Bryson. So while opinions about the oil industry are deeply seeded in the hearts of many American consumers, the American Petroleum Industry’s careful word choice forces people to see beyond their perceptions of the oil industry to the carefully constructed narrative provided by the petroleum industry, the results of which can only be told with