--- In CarFree@yahoogroups.com
, jeff covey <jeff.covey@...> wrote:
> i was more disturbed by the kermit-the-frog commercial for the
> they first show him riding a bicycle down a natural trail, and end
> discovering the solution to being green in the suv. what, are the
> the road to take it into the wilderness going to help him overcome that
> horribly polluting bicycle?
All I can say is "AMAIZING!"
Actually, I can say more than that. As far as the above goes, it has
rather been around for a few years. In Spring of 04, when I was doing
environmental ethics, my presentation was about, I think since course
work gets blended, how we want to be active, get out there
..................... and how advertising wants us to be active, get
out there, and while the two may look similar, they are different.
An SUV ad, for example, shows four guys or so riding in the SUV,
bumping along the dusty road, all pumped up to climb the rock. They
get to the rock, it towers above them, they lose their nerve and
decide for a smaller rock over there, get back in the SUV
.............. and the point of the message is that the particular
brand of SUV is really all you need for the great outdoors. Their fun
doesn't come from climbing the rock but riding in the SUV.
Or the Xterra (may have the same for the above). Shows the surfers
riding to a beach in one. They get there with their boards, line up on
the beach ................. and have the clone of Hendrix with guitar
and keyboards providing their music as they head off into the surf,
his power provided by the SUV. "Everything you need and nothing you
Well, who are they to decide what I need?
Rather spoils all the fun of it, doesn't it. Getting trashed. And in
some advertising, it's rather hilarous when one thinks of it. Subaru
commercial, I think, for an L.L.Bean edition. Woman picks up the
hikers out there in woods in her leather interior SUV, hiker has muddy
boots, she looks at him, and he holds his boots outside the car, out a
Well, being outdoors is dirty. That's part of the fun of it. And if
you don't want to be dirty, get dirt around, then why be there in the
first place? But here again, here we have advertisement. The cars are
shown as nice all the time, not ruff and tumble, not covered with
dirt, perfect inside.
Which, at least in some concepts, might make one think that clean fuel
advertising, of showing the farm as "clean". Think about it for a
moment. For people on a farm, they seemed very clean. For a truck on a
farm, it looked like it never worked a day there. No dirt, not even
any dust rising.
If you are outdoors, you are not suppose to get dirty.
And that concept, su**s! When I was doing the rock ad showing, I was
countering it with F/X's Angie Rameriez (Christina Cox) climbing the
side of a building in "Shooting Mikey". Granted, it was in a city, but
still, there was a presentation meant to get the blood pumping, meant
to show that to be active, one gets trashed and it's fun! Angie does
get dirty, someone drops a flowerpot on her head, she does get torn,
cut and bruised, and that's all part of the game, that's what makes
life worth living.
But not to advertising. Life is presented to us as they want it to be
so we are convinced to buy the car.
The thing is that often, IMHO, when it comes to advertising, the car
is the key player, the only player, and the car is everywhere, in
every bit of life you do, it is all of the life ................. and
that's rather ridiculous, of course.
I love driving my Forester but face it, if I want to do scuba diving
or ride my bike at the Veloway, pump the blood a little bit, I may use
the Forester to get to launch point, but once there, it's sitting
parked somewhere and I'm doing what I went there for. After all,
unlike the rock climbers, I don't take the car into the drink to get
out to where I want to be (though some here might say I should).
But cars aren't people. They don't climb buildings or sides of rocks.
They don't bike or do scuba. They don't surf. So for all the things
that one might do in the great outdoors, the car usually doesn't.
Given that, one is referred back to the script. The car is the star
player, the only player and everything done in that commercial has to
reflect back to the car.
As far as the violence goes, well, if you say so. Personally, I have
no interest in the game, so I don't watch it at all. Usually, I go to
the rifle range to practice since I know on that day that I will have
it all to myself, but had too many things to do yesterday or so.
("What's the use of living if you can't feel alive?"--Elektra King,
(wtte), "The World is Not Enough")