The automotive industry is a critical component of the American economy. The success of the industry is largely dependent upon the effectiveness of the advertising strategies and brand messaging of each company. The purpose of this thesis is to examine advertising strategies employed by three American automotive manufacturers through the analysis of informational content in television commercials. Furthermore, this thesis will address possible changes in advertising strategies as a result of an economic recession. This study found that there is a greater focus on general brand imaging during periods of economic recovery.