Fanning the Embers
Fanning the Embers
Branding Detroit as a Phoenix Rising
The third chapter examines the story of Detroit’s rebirth through both a reliance on its storied past and the possibilities of the future through an examination of a wildly successful commercial starring Eminem. It provides the connective tissue between the storied past of Detroitas as a location of workers and the contemporary narrative of a city on the rise. At its center is the mythic tale provided by the 2011 Chrysler “Born of Fire” commercial. The narrative tale of a rebirth of a city, and by extension the American auto industry, in the face of epic decline makes the story of Detroit the ultimate comeback tale—a phoenix rising from the ashes of destruction.
Keywords: Detroit, Media, Narrative, Urban decay, Eminem, Chrysler, Corporation, Advertisement
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