Commercial Analysis

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The Monument Drivers

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If they skimped on a few other things, virtually every middle-class American could afford (or at least qualify to finance) a brand new Cadillac Escalade. In other words: a Cadillac Escalade isn’t what an Egyptian pharoh, or an Indian maharaja, or an English King would ride in. Why, then, attempt to sell it as such?

The reason is because this commercial isn’t targeting people who would have to skimp in order to drive an Escalade. It’s targeting those are (slightly) better off than the average American. Those who wouldn’t have to skimp. This begs a question, however: why would such people feel complimented by being compared to various types of historical rulers? This is America, after all. An (ostensible) meritocracy. If anything, wouldn’t such accomplished people be (slightly) more likely to feel insulted by the comparison?

The reason why they will feel complimented is because in today’s economy, the way to get ahead isn’t to be objectively more productive, but simply to be more willing to benefit from the use of physical force. To be both innocent and guilty in regards to “tyrant-like behavior”, but to be more guilty than innocent.

The purpose of this commercial is to make the type of behavior that was the hallmark of historical tyrants feel acceptable. By providing the excuse that “it’s been like that forever” (and therefore somehow it’s okay now too), as well as the rationalization that if they didn’t do it to others, others would do it to them (so why not them?), Cadillac gives people who – despite all of the trappings that their “success” brings them – would otherwise feel miserable, a way to feel good for a moment (and thereby hopefully endear Cadillac – instead of Lincoln or Lexus or whatever – to them).

Even though it is laughably pathetic that someone could be so twisted that they truly think that their (slightly) greater wealth is of historical proportions, it is truly bone-chilling to see that evidently enough of the upper middle-class American populace has been more guilty than innocent for enough time now that, psychologically, they identify with pharohs and maharajas and kings, instead of with inventors, industrialists, and even their economically-inferior coworkers and employees (who, economically and morally, are just like they are, and are no threat – even if they’re not as well-performing).

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Written by commercialanalysis

June 16, 2014 at 1:41 am

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