Close reading of my car.
I think this may be one of the most overlooked items of technology with the most influence on people's lives. Not only does it provide transportation and shelter, it constitutes a person's image, much more than people tend to think. Of course, minivans might imply a soccer mom or suburban living, and in that sense acts as a logo for middle class living that many strive for, since a car is such a large investment, people tend to chose ones that represent their image they want to convey to the world. For instance, minivans have become the symbol for the american soccer mom precisely because they are efficient at what they do. They hold up to 8 people, sometimes more, and as far as I know get decent gas mileage, but that just as well may be forefit by the consumer just because of the seating it has. That is basically the logical reasoning behind it becoming the soccer mom icon. Then, when people purchase the small, cramped, 2 door, 2 seat cars, they are clearly making a statement as well, one which somewhat forms a counter argument to the minivan, and the lifestyle to which it alludes. The people who tend to buy those types of cars could be called "rich" or "well off", and as such, want to create that image for other people.
What's shocking to me is, when people say a car is a car is a car, and it's only purpose is to get to point A to point B, and there is no reason to spend so much money on one car, when another can do the exact same job, might find it hard to understand the logo, and the lifestyle behind the car choice. First, cars have diverged from a long time ago into many different specifications, and almost in response to this, the sports car was created. What I am sure of, is that the concept of driving stylishly as a need was not around since the beginning of the automobile. Instead, it was created by a certain automobile dealership, and became associated with higher style, class, culture, etc, because they marketed it that way. This relates both to the ideas of Marshal Mcluhan, how the medium is the message; the idea of owning a car to exude to others one's social status, and to the creation and continuation of the brand and logo. Not knowing much about car history hinders me here, but there is no doubt in my mind that the first company, or companies that started the idea of a sportscar, or a car that was "different" from all the other cars on the market, did so by selling the car and the lifestyle it would tell the "neighbors" or just the general public when it was driven around town. This creation of not only the brand and logo, but also the brand loyalty as a biproduct, is what causes cars that are made and sold today to continue to be marketed in 2 poles: their functionality, or as a logo for a desired lifestyle.
Recently, I have noticed with such commercials as "The Swagger Waggon" or pretty much the majority of mainstream car commercials, there is not very much emphasis placed on the car specs anymore in advertisements. I occasionally see it once or twice out of every 10 or so car commercials. All the others, similar to practically every advert I see on television, are playing to people's sensibilities of lifestyle, or more specifically, their desired lifestyle. I find this use of the word "desired" ironic, because it's not the personal desires, instead it is the created desires forced onto the public by media to warrant the need to by their product. As a side note, this effluence of adverts designed in this manner, basically becoming very person-focused, is a major reason I have switched off Tv for the most part. I can't tolerate it.
However, the notion of these created desires relates to what Kellner talks about in his article on the media's influence, and how the desires of the population are in essence, fabrications of the media centered on their products.
Basically, I realize how automobiles are useful in our everyday life and how their existence today is nothing short of a necessity in American society. I also realize, however, that the way they are marketed to the public, takes advantage of this necessity, and assuming their need is public knowledge, has gone far past trying to prove why you need a car, but rather, why you need this type of car, and how that idea relates to ideas of logo creation and brand loyalty.
This is a good example of the "grass is greener on the other side." Someone will always have a better car than you; it's just how the world works. I agree that car companies are all about image. I recall a commercial with a rockstar playing on a screen in a minivan and thinking it was the most absurd thing. I hate car commercials as well and i wish they would advertise reliability. But a car that is dependable is not hot and who wants to buy that?
ReplyDeleteI like this reading a lot. It's interesting how different cars make us think of different things and the certain people who drive them. But this is just what companies want people to think. Companies are constantly striving to get the attention of their own consumers when it is just a car, like you said. They all perform the same function, but somehow do it differently. I agree with both you, car commercials are ridiculous! But so are the people who sell cars. They both sell the image of the car and the consumer has to deem the product appropriate for them.
ReplyDeleteI enjoyed your close reading. It's pretty evident that, with nearly any product, these products are being marketed based on brand and your desired image rather than the practicality of the product. Today, cars have more functions that simply getting to point A and B, you're right. The main reason we buy a car, though, is for that very reason. When making a final decision on what car to buy, though, I believe we look at the secondary functions of the car (eg: mpg, space in the car, etc.).
ReplyDeleteI have to admit that I am definitely one of those people who doesn't care too much about the car image. Though nice cars are definitely more desirable, I value certain things more than a car. I never had a car in high school, and I still don't today because I rely on public transportation. I probably won't get a car until after graduate school as I plan to live in the city in grad school, too.