ozarque ([info]ozarque) wrote,
@ 2006-07-15 14:40:00
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Another commercial that supports the myths....
Some time back, we had an interesting and contentious discussion in this journal about that tv commercial where the teenager "has to have" a pair of $80.00 designer jeans, and her dad's not only fine with that, he has the eighty dollars handy in his pocket and turns it over without a struggle. I found that one offensive; not all of you agreed with me.

Now there's a Hummer commercial running on tv that seems to me to be at least as bad, maybe worse. A young woman and her little boy are waiting their turn to use the slide at a playground, and another woman crashes the line with her own youngster. The first woman points out that her boy was next, and when she gets back a snarky, "Well, we're next now!" she stands there shocked, hurt, and silent. But wait -- then a solution occurs to her, and she doesn't hesitate -- she grabs her little boy's hand, marches off to a Hummer dealer, buys a Hummer, and drives it off, looking both smug and joyful, while somebody sings a tune with the line "this little girl's gonna rock!"

So. You get put down -- very minor putdown -- in public, in front of your kid. Do you explain to your son that there are people in this world that have no manners, and talk about ways of dealing with them? Do you respond to the rude mother in a fashion that demonstrates to your son at least one of those ways, and then use the incident as a springboard for a conversation with your child about courtesy? Nope. You demonstrate to your son that the way to get rid of the pain when somebody with no manners hurts your feelings is to go buy something very expensive and trendy and show it off.

This isn't funny, and it's not cute, and "Oh, lighten up!" isn't, in my opinion, an appropriate reaction to it. This is a Teaching Story. A Teaching Fairy Tale. And I for sure don't like what it's teaching.

I thought the phrase "this little girl" was particularly appropriate for this one.


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[info]pgdudda
2006-07-15 03:12 pm UTC (link)
Uhm. Yah. What you said.

Then again, I don't like the lessons most ads teach children and children-cleverly-disguised-as-adults...

(Reply to this) (Thread)(Expand)


[info]memegarden
2006-07-16 03:33 am UTC (link)
I don't like the lessons some popular children's books teach, either. One memeber of my family despises the entire Serendipity series from the 70s because they largely teach "conform and your life will be better", and do so in an artfully contrived manner full of cute animals with big eyes. My personal least-favorite is Rainbow Fish, which seems to be on everyone's recommended list. I read it in a bookstore and was appalled. Summary: This fish has really beautiful rainbow scales (the illustrations have foil imprints, to appeal to kids' shinytropism), and is very vain about it, so acts like a jerk and doesn't have any friends, and becomes lonely. It seeks help, and is told to take off all its scales one by one and give them away to the other fish. In the end, every fish has one special shiny rainbow scale, the Rainbow Fish doesn't look different anymore, and everyone likes it.

This is deeply disturbing to me on several levels. Possible messages I draw from this story:
1.) As in the Serendipity books: Be like everyone else, so people will like you.
2.) Give people presents so they'll like you.
3.) Destroy your special gifts so people will like you.
4.) Damage your body to meet others' approval.

One of my coteachers several years ago wrote a children's book called The Perfect Gift, with simple charming illustrations and a text that's all about a rabbit's quest to find the perfect present for his best friend; finally she tells him she isn't looking for presents, she just wants to hold the hand of her best friend. I like this book a lot. I told Rohan Henry, who wrote it, that it was like the opposite of Rainbow Fish, and he got a crooked smile on his face and said that he had had that in mind when he wrote it. He ended up quitting teaching to concentrate on making children's books, and I hope he is doing well. :)

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(no subject) - [info]judith_s, 2006-07-16 06:11 am UTC (Expand)
(no subject) - [info]which_chick, 2006-07-16 12:24 pm UTC (Expand)
Uhm Yeah. What you said back. - (Anonymous), 2006-07-17 09:11 pm UTC (Expand)

[info]magdalene1
2006-07-15 03:25 pm UTC (link)
Yup, it's disgusting. You're not wrong.

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[info]hilleviw
2006-07-15 03:32 pm UTC (link)
Absolutely with you. The ad just came on - I hadn't seen it before. Everything about it is offensive, from beginning with sulk-&-shop as a response to bullying, to ending with the tag "20 mpg" superimposed over a picture of the rotating globe, as if to say "don't let those wacky environmentalists bully you about fuel consumption". Ick. Just makes my skin crawl.

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[info]londonbard
2006-07-15 11:17 pm UTC (link)
"20 miles per gallon superimposed over a picture of the rotating globe?"

Really? Because that just turned my stomach - what kind of lesson is that supposed to teach?

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(no subject) - [info]firecat, 2006-07-16 06:20 am UTC (Expand)
(no subject) - [info]londonbard, 2006-07-16 08:44 am UTC (Expand)
(no subject) - [info]pirate_fae, 2006-07-18 12:44 am UTC (Expand)

[info]ka_crow
2006-07-15 03:38 pm UTC (link)
I've seen both of those commercials, and was pretty pissed off at both of them myself. I'm a hard-working, tax-paying (a standard disclaimer to everything these days, it seems) adult, and I don't have the discretionary money to buy a pair of jeans that I'd be terrified to sit down in, let alone eat in, because they cost two or three months' worth of a given medication. Or -- horrors! -- what if one or the other of my cats gave me an affectionate nuzzle while I was wearing the Jeans of Pricelessness?

Nor, as you might imagine, do I have either the discretionary money or the slightest desire to prove Freud's female-penis-envy theories correct by jumping in a Stupid Urban Vehicle that's a consumer version of something you might drive to an afternoon's entertainment in Haditha.

Yuck, says I. Yuck.

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[info]judith_s
2006-07-16 06:13 am UTC (link)
I have the discretionary money to buy those jeans, and I still really hate the consumer culture that creates that demand.

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(no subject) - [info]starcat_jewel, 2006-07-17 03:54 pm UTC (Expand)

[info]wordswoman
2006-07-15 03:39 pm UTC (link)
There's another Hummer commercial where a man is at the grocery store, feeling emasculated and wimpy because he's buying tofu and another guy is buying a big ol' rack of ribs. So he goes out and buys a Hummer to restore his manhood. But commercials playing on men's fear of being wimps, "whipped" or effeminate are so prevalent these days that it hardly stood out.

The one with the woman and the little girl is unusual, though. You do see a few commercials these days with women behaving badly (as opposed to the scores with men behaving badly), but it's very rare to see one where there is a child present.

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[info]msandromeda
2006-07-15 04:05 pm UTC (link)
I saw it too - I thought, though, that the message was not 'but something trendy to feel better' but 'someone hurt you - make yourself bigger'. Not a good message either way.

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[info]msandromeda
2006-07-15 04:06 pm UTC (link)
ahem. That was supposed to be 'buy' something trendy. Typing before coffee is bad.

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(no subject) - [info]cmeckhardt, 2006-07-15 06:18 pm UTC (Expand)

[info]dargie
2006-07-15 05:05 pm UTC (link)
Spot on. Those commercials are sending unfortunate messages to the public.

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[info]6billionghosts
2006-07-15 05:06 pm UTC (link)
everything is teaching/learning

most of television and movies disgust me for this reason

so i laugh and try to convince others of the absurdity

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[info]naamah_darling
2006-07-15 05:41 pm UTC (link)
For what it's worth, I find that advertisement particularly obnoxious as well. But, then, I find that the less television I watch (and I watch only a single hour a week), the more the advertising seems to insult both my intelligence and my humanity.

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[info]aberrant1
2006-07-15 06:12 pm UTC (link)
I gave up watching tv altogether when I switched on mine for the first time after moving (I had moved several months before and had only used the TV for watching DVDs), fiddled with the rabbit ears enough to get one of the two channels they would recieve, watched about two minutes of one of those morning talk shows, and promptly turned it off.

I didn't even see any commercials. The show itself just grated on my nerves so much I had to turn it off.

I now use that TV only for DVDs, and when there's a hurricane in the Gulf, to see if it's coming my way.

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[info]cmeckhardt
2006-07-15 06:16 pm UTC (link)
That is deeply, deeply alarming. (And for the record, though I don't think I joined in the fray last time, I also agree with you about $80 jeans, both in general concept and in advertising execution. I'm also deeply offended that people will pay $300 for designer jeans off the rack but that I could not command that rate for making custom hand-made perfectly-tailored jeans that fit you better than your wedding dress. But that's a more personal complaint (since I have on occasion made custom clothing for income).)

You may have already seen the book or a recommendation for it, but may I recommend "Born to Buy: The Consumer Culture and the Commercialized Child" by Juliet B Schor, which I picked up on a mention from someone else on my friends list. I am only partway through and I have found it very enlightening and highly chilling.

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[info]kayshapero
2006-07-16 09:35 pm UTC (link)
Um, my last pair of jeans cost me about that much. Were they "designer"? No. Were they in some other way fashionable? No. Do they look different from most jeans? No. Are they heavily decorated*? No. What was so special about them?

They fit.

*Though they will be once I get finish doodling on them with embroidery thread and stuff.

(Reply to this) (Parent)

At a tanget,
[info]zianuray
2006-07-15 07:12 pm UTC (link)
there's a song with some chick whining about "can't get me what I need to buy me some of your love...."

Which is just the wrong message on SO many levels.


(Do I need to say that I agree with the assessment of the ads, for which I'm taking the word of everyone who has posted here since I've not seen them?)

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Re: At a tanget,
[info]idiotgrrl
2006-07-15 08:59 pm UTC (link)
What a long, long way we've come from the Beatles' message that love can't be bought!

Pat, walking away humming "Can't buy me love...."

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Re: At a tanget, - [info]esk, 2006-07-15 10:18 pm UTC (Expand)

[info]maevele
2006-07-15 08:38 pm UTC (link)
I just saw that Hummer ad last night, and wound up having a big discussion with my husband over it. (More like a rant that he nodded and agreed with) but basically the content of my rant was about the same as this post, but with more emphasis on the "making yourself feel bigger buy driving an oversized SUV penis substitute"

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[info]teal_cuttlefish
2006-07-15 09:19 pm UTC (link)
I find all the Hummer ads offensive. Prior to the ad you describe, the Hummer ads tended to imply that if you were rich enough to have a Hummer, you didn't have to follow the rules -- they're all about privilege.

I own an SUV (A used Ford Explorer). It or a van are the only way to carry my power wheelchair and my family. Some people in my town may own an SUV and actually use it in the mountains. But owning an SUV just to drive around town, with no other reason, is foolish and overly expensive. Driving a Hummer is simply conspicuous consumption.

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[info]havocthecat
2006-07-16 12:44 am UTC (link)
I live in the Chicago 'burbs, and spent two years driving on the highways on a commute to work (with the discount on parking my company gave us, and the car getting my husband and myself to work, it was cheaper and more convenient than taking the train). We own a nice, gas-efficient car.

People who own SUVs and Hummers and pull them out for daily rush hour commutes so they can bully their way around other cars and for no other real reason tick me off so much.

(Reply to this) (Parent)

(no subject) - [info]dichroic, 2006-07-17 06:45 pm UTC (Expand)
(no subject) - [info]teal_cuttlefish, 2006-07-17 07:39 pm UTC (Expand)
(no subject) - [info]dichroic, 2006-07-17 10:14 pm UTC (Expand)
(no subject) - [info]teal_cuttlefish, 2006-07-17 11:07 pm UTC (Expand)
(no subject) - [info]dichroic, 2006-07-18 01:04 am UTC (Expand)
(no subject) - [info]dichroic, 2006-07-18 01:16 am UTC (Expand)
(no subject) - [info]teal_cuttlefish, 2006-07-18 01:50 am UTC (Expand)
(no subject) - [info]pirate_fae, 2006-07-18 12:34 am UTC (Expand)
(no subject) - [info]dichroic, 2006-07-18 01:09 am UTC (Expand)

[info]voxwoman
2006-07-15 10:02 pm UTC (link)
Please don't tell me they're running this commercial on Nickelodeon.

I hope there is a special hell for advertising people...

(and I just got done explaining to my daughter that if she starts saving 5 dollars a week NOW, she will be able to afford to get a car when she's old enough to drive [she's 12, and I really want her to get in the habit of putting part of her "salary" away])

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[info]londonbard
2006-07-16 08:50 am UTC (link)
You should read Larry Niven's "Inferno". There was a special part of Hell for advertising people.

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(no subject) - [info]hilleviw, 2006-07-16 03:23 pm UTC (Expand)

[info]shakatany
2006-07-15 10:32 pm UTC (link)
There are a couple of other car ads on TV that rile me. A young dressed-for-success woman enters a crowded elevator and proceeds to strip down to her lycra biker shorts and top, then dashes out to the waiting Suzuki with bikes on top, hops in and off they go. With her petulant expression she comes across as a bitca who doesn't give a darn about the other people in the elevator just as long as she can run free as a breeze to the car. Even if they are in a hurry it is possible to change clothes in the car and incovenience no one else. I can just imagine what those other passengers in the elevator think about her.

Then there's the one where a woman says, "Have a good day. See you tonight" to her husband(?)while standing in the doorway of their cute Donna Reed-type house. He takes a few steps then falls off because the house is on a tall thin butte. His parachute opens and after he lands he drives off in his Suzuki. The wife is still stuck up above in their little house. Is this a 21st century version of Peter Peter Pumpkin Eater where instead of putting her in a pumpkin shell he keeps her isolated on a butte? It could also be a play on Rapunzel. How does he get back to the house? Her hair? Helicopter? And what does she do all day - I mean I doubt she's a mother as I wouldn't want a baby crawling or toddling up there. What is the point of this ad? I wonder if Suzuki uses the same advertising company as the Hummer?

Shakatany

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[info]takumashii
2006-07-15 11:45 pm UTC (link)
Both commercials also have the gall to act like the perfect thing for adventurous, outdoorsy types is an SUV.

If you're so outdoorsy and adventurous, ride your bike to work. ;)

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That ad just makes me - [info]dragonet2, 2006-07-16 12:38 am UTC (Expand)
Re: That ad just makes me - [info]shakatany, 2006-07-16 12:48 am UTC (Expand)
Re: That ad just makes me - [info]dragonet2, 2006-07-16 02:54 am UTC (Expand)
Re: That ad just makes me - [info]which_chick, 2006-07-16 12:33 pm UTC (Expand)

[info]amaebi
2006-07-16 12:04 am UTC (link)
Eeeeeuuuuuuwwwwwwhhhhh. :(

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[info]dteleki
2006-07-16 12:27 am UTC (link)
I haven't seen that Hummer ad, but I can reconstruct it easily enough from the description; and what I find really cute about it is that the "aggressor" in the interaction gets away with it, because the "solution" to the "victim's" problem is to run away. And then to damage herself by spending her own hard-earned money on something uselessly expensive.

I have somehow managed to avoid seeing all the Hummer ads, with the single exception of "Chairs", which I saw on this web page here (there's a large QuickTime video file embedded in the web page). Dancers in the middle of the desert perform a modern dance on and around four chairs, then sit on those chairs and close their eyes and levitate; the sheet metal for a Hummer "implodes" into place around them, and the dancers in their Hummer drive off into the distance. The whole thing is strangely elegant, including the music. The tag line is "Let The Dance Begin". What on earth the ad agency was thinking when they did that ad, I have no idea. It seems to me that the people who like that ad probably hate Hummers, and the people who like Hummers hate that ad.

[info]ozarque, are your computers of recent enough vintage to play audio or video files, such as mp3 and QuickTime and Windows Media and Real Media? And do you have an internet connection fast enough to cope with files that big? I'm asking, because I occasionally run across audio and video that I think you might find interesting, but I don't want to clog your internet connection, or tempt you with things that your computers will choke on. In particular, I've been learning lately about software that lets computers sing with shockingly realistic human voices, and I think you'd be amused to hear samples of gorgeous synthesized voices mangling the pronunciation of the text they're singing.

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[info]pperiwinkle
2006-07-16 02:59 am UTC (link)
I haven't seen that Hummer ad, but I can reconstruct it easily enough from the description; and what I find really cute about it is that the "aggressor" in the interaction gets away with it, because the "solution" to the "victim's" problem is to run away. And then to damage herself by spending her own hard-earned money on something uselessly expensive.

Am I the only person to see this tying in neatly with the negitive emotion front discussion?

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(no subject) - [info]londonbard, 2006-07-16 05:25 pm UTC (Expand)
(no subject) - [info]belindashort, 2006-07-17 09:56 pm UTC (Expand)
(no subject) - [info]teal_cuttlefish, 2006-07-18 05:05 am UTC (Expand)
(no subject) - [info]dteleki, 2006-07-19 12:45 am UTC (Expand)
Response to dteleki.... - [info]ozarque, 2006-07-18 01:05 pm UTC (Expand)

[info]dark_phoenix54
2006-07-16 06:00 am UTC (link)
That one may actually make me madder than the previous Hummer ad, which had a woman driving her son to a new school. Fearing that the kids might make fun of him because his mother is dropping him off, she offers to park down the block. He says no, pull up in front of the school. The son gets out, and all the other kids look awed, and treat him respectfully. One says "Nice ride". The camera pulls back, yes, it's a Hummer! So, parents, buy a Hummer, and save your child from humiliation and bullying!

And why would anyone want a car whose name is slang for oral sex?!?

(Reply to this) (Thread)


[info]starcat_jewel
2006-07-17 04:02 pm UTC (link)
I really want a bumper sticker specifically for throwdowns on Hummers:

"I'm driving this BECAUSE IT'S THE ONLY WAY I'LL EVER GET ONE!"

(Reply to this) (Parent)


[info]jmkelly
2006-07-16 07:41 am UTC (link)
In its way, the ad was perfectly honest: much of the SUV market consists of people who feel insecure and/or humiliated and want to feel safe and powerful. To them the ad said, "Feel fearful? humiliated? We can help!"

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[info]josienutter
2006-07-17 08:58 pm UTC (link)
ALL of the new Hummer commercials make me want to vomit.

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[info]pirate_fae
2006-07-18 12:40 am UTC (link)
Oh, yes. I saw that commercial the other day and was *appalled* for very much the same reasons. The implication I saw was that somehow having a Hummer would somehow maker her feel stronger and more able to stand up for herself. That it doesn't matter how people treat you when you can go out and buy yourself a $40k car on a whim.

Of course, I don't let my daughter have "Bratz" dolls because I think they promote an unhealthy level of sexuality for youngsters either. ;-)

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[info]clarsa
2006-07-18 05:14 pm UTC (link)
My television stays off for weeks at a time, but I actually did catch that ad once. My reaction? An emotionless "I don't get it."

To me, buying a big car has absolutely nothing to do with another mother/child being rude to me/my child. Non sequitur. The end.

What worries me is that so many people make the connection, even if they vehemently disagree.

My father lives in the Philippines. People look at him blankly when he says some Americans are so poor they have to live in their cars. They simply can't reconcile the idea of poor people having cars.

The reason those commercials/vapid shows are on is that people watch them. When the Comcast sales dude called and asked if I wanted the full cable package with HBO and Showtime for just $19.99 a month for the first three months, and I said, "No, thank you," he asked what we do.

I told him we watch the cats. We play guitar and violin and sing together. We read to each other. We volunteer at the Humane Society. We play Indian Ball in the park. We walk the dog. We go contra-dancing. And when nobody else is home, we play the music we like, or enjoy the silence.

The reason I saw the commercial at all is that, when my 13 year old step-daughter comes back from her mother's, she usually spends a couple of days with the TV on. We don't have cable, so she gets bored with the selection pretty quickly. I watch with her so we can discuss things.

Yesterday she missed some of her clean laundry, so I carried it back to her room, tapped on the door and opened it. There she was, lying on her bed, going through a pre-calculus book my brother gave her for Christmas. My jaw dropped. I finally stammered, "I'm gonna tell your father what I caught you doing!"

She grinned. "See how bored I am?" she said.

Later she came out looking for colored pencils to illustrate a book she started writing.

I dunno, guys. If she's that bored, do you think I should bite the bullet and pay for cable? Or maybe get a Hummer?

(Reply to this) (Thread)(Expand)

Response to clarsa....
[info]ozarque
2006-07-18 05:39 pm UTC (link)
"My father lives in the Philippines. People look at him blankly when he says some Americans are so poor they have to live in their cars. They simply can't reconcile the idea of poor people having cars."

Those are three of the most useful sentences I've seen in years; thank you for posting them.

Thanks for the rest of the comment as well, but especially for those three sentences.

(Reply to this) (Parent)

I don't understand tv or commercials - [info]journeyrose, 2006-07-18 11:01 pm UTC (Expand)
TV Materialism - (Anonymous), 2006-07-20 02:06 pm UTC (Expand)

[info]nmstrange
2006-07-19 03:07 pm UTC (link)
Good thing you're 'preaching to the choir' here.......the capitalist money mongers would have your head!
Seems all agree.......why's the fool thing still on the air?
We have a 'kill all comercials' rule in our house.....people take issue with that rule frequently.
I still want a bumper sticker that says Madison Ave is the root of all evil!

(Reply to this)

i agree
(Anonymous)
2006-07-19 11:55 pm UTC (link)
people are influenced by the telly. dude thats a good song in the commercial , happen to know the name of it?

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Hummer
(Anonymous)
2006-07-20 01:25 pm UTC (link)
I saw the hummer commercial with the woman in line with her child and
had the same reaction. We really do live in a world where people do not know how to deal with conflicts. The solutions which people choose to even minor conflicts shows a lot about them. After her smug look of satisfaction, just for a moment, I think I saw VIOLENT RAGE in the eyes of that young mother when she was behind the wheel. I wonder if she really was next in line or it was just her perception?
How far will a violent antisocial person go to justify themselves?
In regard to the tofu boy in line looking at the other man's meat. There seem to be a number of principles going astray here. If you wasn't ribs why not buy ribs? Or do you feel threatened by the rib eater? Are meat eaters really all that threatening? If they are on such a bad course why not try to persuade them of the error of their ways? I have been approached be some PETA people at a local hamburger store. We had a nice discussion they were nice young people and we ended up hugging each other and I read all their literature. Can't we all be different and still honor each other by respecting their views? This commercial also seemed to appeal to the paranoid unfriendly suspicious sort.
Now I Have got to wonder who really buys these cars? I always pictured a balding plump white man in his 60s (oddly enough a good description of myself). Maybe what I really mean is sort of person that collects guns and didn't think World War 2 ended so well, if you get what I mean.
Do young men and women really drive these things? Does the advertising agency really think these people will be reached?
I have got to get into advertising.

(Reply to this)


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