Commercial Analysis

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Children, as everyone knows, are siginificantly more existentially limited than adults are (simply owing to the fact that they are dependent upon elders for the crucial aspects of their survival). Yet, paradoxically (?), in spite of it, they are not psychologically limited. Because they are young and untainted by prevailing, incorrect philosophical premises, they are able to approach the world with an enthusiastic curiosity and ambition that is more difficult to maintain in adulthood. More difficult to maintain, but not impossible. – as this commercial implies (well, without buying a Jeep, at least).

This commercial conflates being existentially limited with being psychologically limited – precisely so that people will conclude that being the latter is just as inevitable as experiencing the former. The purpose of this is to make people feel as if their own lives are necessarily incomplete (as opposed to them just incorrectly feeling that way) so that they will regard buying a Jeep not as a substitute for happiness, but as the means to it.

Jeep knows (or at least should know) that it’s vehicles cannot actually – automatically – provide people with happiness simply because it enables them to experience new things. It isn’t the novelty of experience that make children excited about life, but rather the possibilities their souls – untainted by incorrect philosophical premises – see in what’s around them. It’s the correct philosophical premises that their relatively simple experiences cannot help but subconsciously inculcate into them – almost as if by evolutionary momentum – that make them that way.

Most adults are vulnerable to the conflation between existential limitation and psychological limitation because they hold irrational, mystical metaphysical beliefs. They regard the law of identity as conditional; and therefore they regard the fact that reality doesn’t allow an adult (a self-sustaining human being) to behave like a child (a dependent human) as arbitrary. As not immutably true. As something that could be otherwise – and because it’s not otherwise in their time or place, it’s somehow unfair. It’s somehow “limiting.” But, alas, it is not limiting – so buying a Jeep and taking it to new places will not – for more than a few moments at least – make someone happy. He will still be who he is no matter where he is. There is just no place on Earth that is radically different enough from every other place to cause that to happen. There simply is no Garden of Eden.

The fact that as a person ages his interests and options narrow is not a cosmic injustice (or a violation of God’s wish for man to be ignorantly, aimlessly, lazily blissful and secure in perpetuity). It is simply a metaphysical requirement, inherent in his nature, that he must accept if he wishes to continue to live. If a person accepts this fact, his psychology remains healthy (ie: his enthusiasm for his own interests ironically remains high, despite their narrowing) – and if he does not, his psychology suffers. Jeep, in this commercial, is pandering this philosophically-induced psychological problem. It’s subliminally forgiving those who have it for having it, and even complimenting them for it (ie: that their misplaced, foggy, microscopic desire to enjoy life – left over from childhood – is somehow an accomplishment) – all in the hopes that whenever those feelings arise in the future (which they will), such people will be reminded of the Jeep brand of vehicles (instead of, say, thinking through their philosophical errors and discovering the wonder that’s right in front of their noses).

This kind of sinister psychological manipulation is par for the course in today’s hamstrung, over-taxed and over-regulated, short-sighted “capitalism.” It’s what companies must do if they wish to be successful – even if it means imperiling their longer-term interests (because, ironically, it’s the same corrupt philosophical premises that commercials like this one pander to that created – and will continue to deepen – the sorry state of contemporary “capitalism”).


Written by commercialanalysis

November 8, 2013 at 2:01 am

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