Have any of you noticed the car ads on the telly lately; all tha latest u-beaut models from home and abroad.
Naturally, the manufacturers are pushing the feature-creature comforts, and the super-sporty styling of even the ugliest of SUV’s. Doesn’t matter which-one you pick, they all ooze sex-appeal, apparently…
But more to the point, have you noticed that everyone of these commercials either directly demonstrates the speed capabilities of the vehicle, or at the very least, gives the impression of speed.
The smaller cars, the buzz-boxes, they show us how agile they are ducking through busy traffic – but the best part is when they arrive, the car parks itself. My opinion, for what it’s worth, if you can’t park your car, you shouldn’t have a bloody licence…
Anyway, my point is, that these commercials portray the driving of a latest-model vehicle as a speedy, adrenaline-pumping exotic adventure which is the closest you will ever come to having sex with your car.
But wait… What message are these commercials sending out to those who believe everything they see on the idiot box? Probably that to be cool like the dudes in the commercials, you just drive fast and don’t worry about anyone else – you’re king of the road…
Truth is, the advertising industry, on behalf of car manufacturers, are verging on promoting driving as an event requiring no skill and where looking cool is most important…
On the one hand we have the government fighting the national road toll – and their unshakeable belief that targeting modified cars will help in this campaign.
On the other hand, we have the TV ads promoting a super-casual approach to time behind the wheel which should, at the very least, be treated as a reverent experience.
You wonder why some drivers get their ambitions and abilities confused, and why the drivers around you seem to be getting worse every day…