Luxury Propaganda

Do you like this ad? It was made apparently to commemorate the fall of the Berlin Wall.
What do you think it is about?

Will some James Bond type guy show up to break Aung San Suu Kyi out of imprisonment? Is Chrysler the only car for the job? Consensus among well known political figures such as Nelson Mandela and Mikhail Gorbachev seems to indicate this is the case. Is it consensus or exploitation of  the suffering and struggle of now well known figures to shill some fancy cars?

This piece of propaganda is highly saturated with culturally laden images of events such as the Brandenburg gate, symbolic of the Berlin Wall and emotionally laden content that we associate with “the good”, “the heroic”, “the winner” and further with freedom, capitalism, anti-communism, childhood and powerful men. The car changes from black to white during the course of the ad. The car, driven by men for heroic white men, who have attendants, “handlers” and an audience around them, is then apparently sent to rescue a woman. A macho fantasy.

It might also be noted that the graffiti of the Berlin wall and in the playground are used to introduce Nelson Mandela who is not pictured in the car, while the lighter skinned people are all shown emerging from the cars in well to do neighborhoods with their entourages standing by waiting for them. Not too subtle with the stereotyping.

It is a directly targeted message towards white men who wish to feel heroic.

The purpose of for-profit corporations is to make money for share holders. Any apparent interest in “compassion” is generally exploitation in service to softening corporate image.

Chrysler: “Please, Master, help me pacify my conscience!”
Bodhidharma: “Show it to me, and I will pacify it!
Chrysler: “I have searched for it, but I could not find it.”
Bodhidharma: “If you could search for it, how could it be your very own conscience?
Chrysler: “Watch this commercial! I am now manufacturing a conscience.”
Bodhidharma:”You are manufacturing luxury cars. Television commercials are an illusion.”


Shambhala Sun is reporting on this ad as well

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One comment on “Luxury Propaganda

  1. Ads like this are about the corporate sponsor, not the cause. They would not make the ad were it not in the interest (i.e., profit maximization objective) of the corporation’s shareholders.

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