Part of this is a function of the car market itself.
Hart points out that some of the most successful ads never mention anything about the car’s features. They want to be 25.”Īdvertisers know this-and prey on it as they try to make their pitch stand out in the 600 to 1,200 messages the average American is bombarded with every day. “When you see a 60-year-old man driving a souped-up car, they are clearly making a statement that they don’t want to be 60. Warren McClure research professor of marketing at Rochester Institute of Technology. “It’s been proven in psychological studies that the car is often an extension of the self,” said Eugene Fram, the J. Cars create instant public images, read in a flash at 65 mph: I’m hip. In other words, you’re delusional if you think you bought that red convertible with the shoebox-size trunk just because it gets great mileage and is easy to park.
The car enables you to project yourself as something you may think you’re not.” “The car has always had this character as an object that is just as important for its symbolic value. “The car is sold as more than just practical transportation,” said Dartmouth College history professor Ron Edsforth, an expert on cars in American culture. Pontiac now builds “excitement.” Mazda has a “passion for the road.” Car makers spend $3 billion a year on advertisements that promise not only good brakes and a dependable engine but, more prominently, excitement, freedom and sex. Indeed, selling cars these days is often less about what’s under the hood than it is about how the vehicle reflects on the driver.
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