Summary: This brilliant analysis of Audi’s advertisement in the Superbowl reminds us that class is the unspeakable but dominant force in American society. Black men don’t have “male privilege” while rotting in prison from unjust convictions for rape. White coal miners don’t have “white privilege” while coughing their lives away with Black Lung. Neither Left nor Right want you to know this. Popular media is our mirror, revealing these truths that we cannot directly face. {Second of two posts today.}
“It’s all about power and the unassailable might of money.”
— The great 21st century industrialist E. P. Arnold Royalton, in Speed Racer(2008).
(2008).
“The Real Message Behind Audi’s Super Bowl Ad Isn’t Exactly An Uplifting One“
Opening of an article by Jack Baruth at The Truth About Cars.
“The Internet is in the proverbial tizzy about Audi’s “feminist” Super Bowl advertisement, in which the automaker comes out in favor of equal pay for women.
“At first blush, the spot seems to be nothing but the usual corporate slacktivism, a feel-good fluff-vertorial making a “brave stand” in support of an issue that was decided long ago. I’m reminded of Joaquin Phoenix’s brilliant portrayal of Commodus in Gladiator
“After watching the one-minute advertisement carefully, however, I understood feminism, or equal pay, is the last thing Audi wants you to take away from it. The message is far subtler, and more powerful, than the dull recitation of the pseudo-progressive catechism droning on in the background. This spot is visual — and as you’ll see below, you can’t understand it until you watch it and see what it’s really telling you.
“Let me tell you up front: chances are you won’t like what Audi has to say. The scene is a “soapbox derby” race. Not the real Soapbox Derby; that’s a highly competitive event held on a nationwide basis involving both young boys and young girls almost equally. …”
See the full analysis here.
Don’t be satisfied to see only the surface of events.
For More Information
Here’s an aggressive take-down of the ad as false feminist propaganda: “A Super Bowl ad offends against the truth” by Dennis Prager at National Review. Also, Pager says “we need to stop the politicization of everything in America.”
If you liked this post, like us on Facebook and follow us on Twitter. See all posts about social class, about class wars, and especially these…
- Our future will be Jupiter Ascending, unless we make it Star Trek.
- Back to the future in New America: our new class structure.
- Complaints about air travel are the cries of a dying middle class.
- When marriage disappears: rising inequality as the threat to the family.
- Complaints about air travel are the cries of a dying middle class.
- An anthropologist looks at America’s growing proletariat.
I thought this was simply a marketing ploy by VW to overcome brand problems resulting from the diesel cheating settlement.
Mike,
That’s brilliant!
Sent by reader via email.
Look at the expression on the girl’s face. She intuitively understands our class structure — knowing that she will have a life of comfort and privilege, and the chubby redneck kids will be her workers or even servants.
As an added bonus, maybe she’ll write articles for Huff Post chiding them for being less enlightened than her.
Seems as though the girl’s Dad didn’t get the memo! (“making a “brave stand” in support of an issue that was decided long ago.”)
The class thing – I suppose it wouldn’t have been helpful marketing to the average working class Dads, who cannot afford Audi’s prices – even so, a bit less overt disdain for the “others” could have shown class – real class, I mean!
As for Audi the car- not impressed. I vowed long ago never to buy, or contribute to buying, a German or Japanese car. Unfortunate prejudice, I know – held over from WW2 , during which I was alive, albeit very young, and remember the blitz . We bought British brand cars when I lived in England, and American brand since I’ve lived in the USA. These cars could well have parts made elsewhere – China probably, or have been put together in Canada, but brand name means…well… something, to me.