Sometimes try flipping pages of a kind of magazine you’d never read and surprise yourself with the existence of an entirely alien world. For a girl like me this literary Pluto would be an Automobile magazine.
I recently read some stale editions of AUTOCAR not out of choice for sure but as a research work for (stories later). And I was an illiterate passerby in this motor world. I understood just one percent of the horsepower, mileage and torque science. But I think I cracked the code of the word science that goes behind advertizing a car or a bike. What Car buffs do to these magazines is….
They mystify facts and figures . For instance some automobile column reads: “Think car parts are ugly, oily, and dirty? They are. That’s why we love them.” Statements like these do not state anything but only leave you thinking about the stuff you’d never get to know. They simply confuse coz they are meant to do that because they believe “Cars are beloveds.. if you don’t understand its love. BUZZ OFF”
The language used in these columns aims to blow life into the metal. Which cannot happen if you don’t want it to happen. Example again: ” Mercedes says: LOOK AT ME I”VE MADE IT.. IT’S MINE MINE MINE.” Well I would just call it some cheese of humanly attitude over the bread of market rationality. OK. metaphor overdose.
Tell the man that the car is out of his league and he’d follow and fantasize it like a dog. It works with women and so does with cars.
Talk in euphemisms and metaphors. The car is considered intelligent if you have to re-read the tagline to understand. And if you don’t the mystery continues. But would 40 lakhs car sell for euphemisms? But its just an escape from teaching car-science on screen. And the ad doctors know it all. Anything for visibility.
But the MYSTIFICATION continues.
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