How Mercedes-Benz Constructs Its Customers As Representative Examples Of Power-Figures Who Are Predominantly Male
In the time leading up to the 1960’s, cars had quickly become a wide-spread phenomenon across America. It was common for families to own at least one automobile; however, the majority of these cars were inefficient and not very innovative. Car engineers in the 60’s began to focus on making vehicles more luxurious, sleek and futuristic. Americans at this time were able to use their cars for transportation but also for fun because of the low prices of gas at the time and upcoming forms of entertainment such as drive-in movies. As the 1980’s approached, cheaper and more efficient models of cars came into the picture. Many people were buying cars imported from Japan which were cheap and dependable, yet still very stylish. Car engineers in the 80’s were creating bold and innovative designs that Americans couldn’t get enough of. Today, cars are more efficient, safe and affordable than ever before.
Automobiles are seen virtually everywhere with a variety of brands, colors and amenities. Though the desire to drive a stylish car is still prevalent in our culture as it was in the 60’s and 80’s, many people now choose to have safety and efficiency over luxury and speed. Framework: The theory that will guide my analysis of Mercedes-Benz’s advertising is the Social Learning Theory. This theory suggests that people learn to behave in certain ways or believe in certain things through the observation of other people’s behavior.
Observational learning is seen in real-life interactions as well as in social media and all other forms of popular culture. Companies commonly use Social Learning Theory in advertisements as an attempt to bring attention to their product and gain a profit. This is done by making people want to mimic the ideas and actions of the actors in the advertisements. By often times making the actors appear as desirable or admirable, it is suggested that if a person seeing the advertisement does what the actors are doing, that they will be desirable and admirable as well. This makes the Social Learning Theory an effective and commonly used form of advertisement.
The first artifact I will be analyzing is a commercial that begins by showing a red Mercedes-Benz driving through the streets of a crowded city. While the car is driving, several women are shown running out of buildings towards the car yelling “Olivier” in an angry manner, one even throwing one of her shoes. When the Mercedes reaches its destination the owner of the car gets out of the driver’s seat and a valet boy gets in. The owner looks at the valet boy, shakes her head and acknowledges him as “Olivier,” then gives her keys to a different valet boy and the commercial ends. The ending of the commercial suggests that the valet boy had been using the Mercedes to pick up women, who he ultimately made angry. To the audience, the commercial gives the idea that if you drive a Mercedes-Benz, you will be noticed by attractive women like the valet boy was. The portrayal and likeability of aggressive women by popular culture exhibits something that is commonly seen in movies where women show rage and resentment towards men.
The angry women that were shown chasing after the car in this commercial exhibit characteristics of the ideal female image in our society by being tall and skinny with attractive facial features. The commercial portrays that being a male driving a Mercedes, you rise in social status and attractiveness, and will be pursued by good-looking women.
The second artifact I will be analyzing is another Mercedes-Benz commercial where a red Mercedes is sitting at a stoplight when a car full of obnoxious boys pulls up next to it. The boys start yelling at the car until the driver of the Mercedes rolls down the window and reveals a gold grill with the letters BENZ. Doves then fly out of the car windows and three women are shown in the backseat popping bottles of champagne with a paparazzi taking pictures from across the street. The Mercedes eventually drives off and leaves the boys dumbfounded. This commercial gives the idea that if you’re a male that drives a Mercedes-Benz, you will have money and attractive women. As with the prior commercial I used, women are used as a prop to give a sense of power to the male driver of the car. The driver is someone that is portrayed as wealthy and confident – qualities that many people aspire to have – causing the audience to want to be like him.
The inclusion of women in the backseat, smiling and appearing to have a great time, contributes to the advertisement by suggesting that the women like him, and that women will like you too if you drive a Mercedes-Benz. The commercial gives the false notion that if you buy a car from Mercedes-Benz, money, confidence, and attractive women will come along with it.
