In Deadly Persuasion, Jean Kilbourne discusses the tactics of car advertisers. Cars, she argues, are offered as keys to happiness. Often they are anthromorphized, even positioned as a lover or a soul mate.
In this commercial, sent in by Jennifer G., we see just this sort of advertising. The car is described with the words “luxury,” “fire,” “bold,” and “daring.” It is, indeed, “…capable of moving your soul…”
The idea that we are moved by this advertising might seem patently ridiculous. Phil Patton of the New York Times, however, reports the findings of a Mercedes/Roper survey:
Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.
…36 percent of Americans said they loved their car and 23 percent considered their car their best friend. The poll found that 12 percent of respondents said their car understood them better than their significant other.