{"id":67178,"date":"2023-02-16T00:19:43","date_gmt":"2023-02-16T05:19:43","guid":{"rendered":"https:\/\/world.edu\/?p=67178"},"modified":"2023-02-16T00:19:43","modified_gmt":"2023-02-16T05:19:43","slug":"super-bowl-car-ads-sell-americans-the-idea-that-new-tech-will-protect-them","status":"publish","type":"post","link":"https:\/\/world.edu\/super-bowl-car-ads-sell-americans-the-idea-that-new-tech-will-protect-them\/","title":{"rendered":"Super Bowl car ads sell Americans the idea that new tech will protect them"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-67179\" src=\"https:\/\/world.edu\/wp-content\/uploads\/2023\/02\/doritossupebowl.0.jpg\" alt=\"\" width=\"680\" height=\"453\" srcset=\"https:\/\/world.edu\/wp-content\/uploads\/2023\/02\/doritossupebowl.0.jpg 680w, https:\/\/world.edu\/wp-content\/uploads\/2023\/02\/doritossupebowl.0-250x167.jpg 250w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><\/p>\n<p>Super Bowl ads tend to kick off trends, and it looks like the automotive industry will ramp up its pitch for electric vehicles after\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=5jymEz9xkPQ\">giving them center stage<\/a>. Even Tesla, which has never run a Super Bowl ad, managed to sneak its Model Y\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=z64_BllmVKc&amp;feature=youtu.be\">into a Popeyes commercial<\/a>, while Ram boasted that its new electric pickup truck\u2019s smart technology solved the problems of \u201c<a href=\"https:\/\/youtu.be\/6iaUoJUdTk4\">premature electrification<\/a>\u201d that left consumers unsatisfied.<\/p>\n<p>But it was\u00a0<a href=\"https:\/\/fortune.com\/2023\/02\/13\/tesla-elon-musk-fsd-tech-ceo-spent-almost-600000-on-a-super-bowl-ad-to-warn-america-about-teslas-self-driving-technology\/\">an ad paid for by the Dawn Project<\/a>,\u00a0<a href=\"https:\/\/tcrn.ch\/3xiqwL9\">a safety advocacy group<\/a>, that will likely trigger a fleet of ads this year to reassure consumers that EV technology is safe.<\/p>\n<p>In it, Tesla\u2019s self-driving cars run down child-sized mannequins. Tesla CEO Elon Musk shrugged off the ad, tweeting that even bad publicity would end up promoting\u00a0<a href=\"https:\/\/twitter.com\/elonmusk\/status\/1624873453949014017?s=20&amp;t=Q1c1ZIsKz9yYUKz6QW3cTw\">Tesla\u2019s self-driving cars<\/a>.<br \/>\n<center><iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/_ZiSZbWIrzA\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/center><\/p>\n<p><a href=\"https:\/\/www.bellisario.psu.edu\/people\/individual\/matthew-jordan\">As a media scholar<\/a>\u00a0interested in how cultures deal with disruptive technology, I see similarities between today\u2019s concerns over EVs and the early days of cars.<\/p>\n<p>Back then, the public conversation usually contained a mix of optimism and fear. Then automakers turned to advertising to allay those fears.<\/p>\n<h4><strong>Sound signals and safety<\/strong><\/h4>\n<p>As it happens, advertising safer technology is as old as the automotive industry.<\/p>\n<p>Because automobiles can endanger human life, engineers have long been trying to solve their safety problems. In the early 20th century, along with better brakes, headlights and steering wheels,\u00a0<a href=\"https:\/\/www.upress.virginia.edu\/title\/5866\/\">engineers promised that advances in sound signaling technology<\/a>\u00a0\u2013 the car horn \u2013 would make driving safer by letting people know a car was coming.<\/p>\n<p>In my new book, \u201c<a href=\"https:\/\/www.upress.virginia.edu\/title\/5866\/\">Danger Sound Klaxon! The Horn That Changed History<\/a>,\u201d I tell the story of early sound signals. At first, engineers adapted the bells, gongs and whistles from other types of conveyances to automobiles. But eventually the industry settled on the squeeze bulb horn \u2013 the kind that makes a \u201chonk honk\u201d noise.<\/p>\n<p>The only issue? In crowded streets, they weren\u2019t loud enough to hear.<\/p>\n<p>So in 1909, a new horn from the Lovell-McConnell company called the Klaxon solved that problem, promising drivers the ability, with just the touch of an electric button, to let loose a metallic \u201caaOOga\u201d sound so loud that no one could miss it. They quickly set to work to convince the public that their patented noisy technology made driving safer.<\/p>\n<p>Klaxon\u2019s ad campaign used a new technique called \u201c<a href=\"https:\/\/newleftreview.org\/issues\/i4\/articles\/raymond-williams-the-magic-system\">situational advertising<\/a>\u201d that put readers in imaginary situations where they were given a choice. Many of these ads, run in some of the era\u2019s most popular magazines, asked readers to consider the best way to protect themselves from other people\u2019s carelessness.<\/p>\n<p>One Klaxon ad from a 1910 issue of the Saturday Evening Post portrays a distracted pedestrian stepping in front of a car in New York City\u2019s Herald Square with the tag line \u201cYou Can\u2019t Change Human Nature.\u201d<\/p>\n<p>\u201cThe auto must have a signal that really warns,\u201d\u00a0<a href=\"https:\/\/ia902201.us.archive.org\/3\/items\/saturdayeveningp1832unse\/saturdayeveningp1832unse.pdf\">reads the copy<\/a>. \u201cIf all minds were always alert \u2013 if children could protect themselves \u2013 if the weak were strong, there would be no need of any auto signal.\u201d<\/p>\n<p>And so the ad suggests that the only responsible solution for car owners is to own a Klaxon, because its distinctive noise said \u201cAUTO COMING! LOOK OUT! NOW!\u201d<\/p>\n<h4><strong>Quieter tech to keep drivers safe<\/strong><\/h4>\n<p>People bought the medium and the message. For two decades,\u00a0<a href=\"https:\/\/www.upress.virginia.edu\/title\/5866\/\">Klaxon dominated the global car horn market<\/a>\u00a0and pumped its technocentric safety message into the media ecosystem.<\/p>\n<p>But reliance on loud signaling technology to keep people safe became an odious proposition after the traumas of World War I, when Klaxons were used in the trenches as a gas alarm. In the postwar period, a\u00a0<a href=\"https:\/\/theconversation.com\/our-centuries-long-quest-for-a-quiet-place-94614\">transnational culture war against noise took off<\/a>.<\/p>\n<p>So societies everywhere turned to different forms of technology,\u00a0<a href=\"https:\/\/www.smithsonianmag.com\/innovation\/brief-history-stoplight-180968734\/\">like traffic lights<\/a>, to solve the safety problem that noisy car horns could not. The Klaxon went into diminuendo as engineers turned their attention to the problems of quieting automobile noise\u00a0<a href=\"https:\/\/core.ac.uk\/download\/pdf\/31220361.pdf\">with muffling technologies<\/a>\u00a0such as closed cabins and \u201csilent gearwheels.\u201d<\/p>\n<p>Yet though their focus changed, the underlying message did not: Emerging technologies could always solve the problems caused by existing ones.<\/p>\n<h4><strong>Smart technology promising less thinking<\/strong><\/h4>\n<p>Flash forward to today and you can see that the more things change in technology advertising, the more they stay the same.<\/p>\n<p>Consider\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=wvlHTNPROYE\">a recent commercial for the Volkswagen Atlas<\/a>\u00a0that ran during football games all season \u2013 and which eerily echoes the Klaxon ad from 1910.<\/p>\n<p>Titled \u201cThose Guys,\u201d the clever ad shows a wired-in zoomer, transfixed by his smartphone and oblivious to the world around him, walking the streets while Doris Day\u2019s \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=gYGgveW0VYg\">It\u2019s a Lovely Day Today<\/a>\u201d plays in the background. Like the man in the 1910 Klaxon ad, this guy steps right in front of a moving Atlas. But, thanks to its \u201cStandard Front Assist and Pedestrian Monitoring\u201d technology, the car brakes automatically and everyone is safe.<br \/>\n<center><iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/wvlHTNPROYE\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/center><\/p>\n<p>Obviously, the situation portrayed in the ad has changed. Today\u2019s new quiet technology protects both pedestrian and driver from harm by sensing movement and automatically braking, so it doesn\u2019t really matter whether either is warned.<\/p>\n<p>But the subtext remains the same: Since you can\u2019t change human nature and there will always be \u201cthose guys,\u201d rest assured that emerging technology \u201cbuilt with safety in mind\u201d can protect us.<\/p>\n<p>And no matter what gadget the advertisers are trying to sell, that underlying technocentrism \u2013 a civic religion in American consumer culture that is practically as important as football \u2013 is a constant you can count on.<\/p>\n<p>So whether it\u2019s noisy horns, self-driving cars,\u00a0<a href=\"https:\/\/theconversation.com\/shhhh-theyre-listening-inside-the-coming-voice-profiling-revolution-158921\">smart speakers<\/a>\u00a0or\u00a0<a href=\"https:\/\/theconversation.com\/why-are-people-calling-bitcoin-a-religion-175717\">cryptocurrency<\/a>, people are bombarded with messages encouraging them to adopt new technology \u2013 without stopping to consider if they really need what companies are selling.<\/p>\n<p><center><iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/vyDSPFvq8ds\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/center><\/p>\n<p><em><strong>Author Bio:<\/strong> Matthew Jordan is Associate Professor of Media Studies at Penn State<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Super Bowl ads tend to kick off trends, and it looks like the automotive industry will ramp up its pitch for electric vehicles after\u00a0giving them center stage. Even Tesla, which has never run a Super Bowl ad, managed to sneak its Model Y\u00a0into a Popeyes commercial, while Ram boasted that its new electric pickup truck\u2019s [&hellip;]\n&hellip; <a href=\"https:\/\/world.edu\/super-bowl-car-ads-sell-americans-the-idea-that-new-tech-will-protect-them\/\" class=\"more\">learn more&rarr;<\/a><\/p>","protected":false},"author":33,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[434292],"coauthors":[11733],"class_list":["post-67178","post","type-post","status-publish","format-standard","hentry","category-business-politics","tag-super-bowl-ads"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Super Bowl car ads sell Americans the idea that new tech will protect them - World leading higher education information and services<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/world.edu\/super-bowl-car-ads-sell-americans-the-idea-that-new-tech-will-protect-them\/\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:locale\" content=\"en_US\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:type\" content=\"article\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:title\" content=\"Super Bowl car ads sell Americans the idea that new tech will protect them - World leading higher education information and services\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:description\" content=\"Super Bowl ads tend to kick off trends, and it looks like the automotive industry will ramp up its pitch for electric vehicles after\u00a0giving them center stage. 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