Boyonabike!

Life beyond the automobile in Southern California

Cars and “Freedom”

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Any casual glance at television in the United States brings a reminder from the oil and auto industries that cars equal “freedom.”  Usually it’s a subtle, implicit association, showing images of smiling drivers on an open road, usually along the coast, a beautiful mountain road, or other open space.  Watching these ads you’re not supposed to remember that cars bring with them sprawl, and sprawl destroys those open spaces and those uncongested roads the viewer is so nostalgic for.

Other times the association between freedom and cars is more explicit, as in Dodge’s use of a George Washington lookalike to suggest cars helped win America’s independence from the British [see above].  Another entry into this over-the-top category is country singer Tim McGraw’s recent commercial for an oil company in which he comes as close as a person can to actually making love to his car and refers to cars, with complete lack of irony, as “living, breathing organisms.”  The commercial shows the all-American image of McGraw driving a Jeep along a dirt road by a placid lake, while his voiceover calls cars the very embodiment of “American freedom.”  The ad, titled “Tim McGraw Freedom,” actually ends with McGraw holding a quart of engine oil, looking into the camera saying “long love cars.”

If there was even a hint of irony there, it would be hilarious, but Madison Avenue is not known for irony when it comes to cars.  I think here of the Mercedes ads of the 1990s and 2000s that used Janis Joplin’s anti-consumerist song “Mercedes Benz” as a completely unironic soundtrack.  Joplin’s song was originally recorded just days before her death and she intended it to be a reminder that material goods don’t bring happiness, despite what the admen and women try to sell us.  The wonder is that anyone with half a brain could listen to that song and think it was appropriate as a jingle for a car commercial.

So far as I know, no one has studied the specific cultural impact of the pervasive and unending barrage of images equating cars with freedom in our society, not to mention the economic impact of all those ads on media coverage of issues related to the automobile, the environment, and public health.  It would not surprise me at all if the effect of all this repetitive automobile propaganda on the collective psyche and the media was profound.

Juxtaposed with these images is a recent study I came across this morning, concluding that air quality near freeways may be worse than previously thought.  The study, by researchers at UCLA and the California Air Resources Board, found unhealthful levels of air pollution within a mile of freeways in the hours between 4:30 and 6:30 am.  People living a mile downwind of a freeway are thus exposed to unhealthful levels of particle pollution, nitric oxide, and hydrocarbons during these hours, all of which have been shown to contribute to asthma, heart disease, and other health problems.  The study is yet another in the already large body of scientific evidence showing the price we pay for our addiction to cars.

Because of these health dangers, the L.A. Times noted, the report urged people who live near freeways to

keep your windows closed in the hours just before sunrise.  Use air conditioning.  Install HEPA air filters.  Postpone outdoor exercise until later in the morning or exercise farther away from the highway.

Yup, shut yourself up in your house, close the windows, and don’t go outside to exercise.  That’s American Freedom for ya.

Long Love Cars.

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4 thoughts on “Cars and “Freedom”

  1. Philip Lohman on said:

    I’m even more concerned about the visual association in ads between cars and speed, violence and dominance. One of the few exceptions is Subaru.

    Phil

    • Philip, thanks for the comment. You’re absolutely right. I really think a critical cultural analysis of the messages behind automobile advertising is long overdue.

  2. Sarah McCullough on said:

    Have you run across Cotten Seiler’s Republic of Drivers: A Cultural History of Automobility in America? He addresses these themes, if I recall correctly. Another book just came out by an environmental historian, Christopher Wells, called Car Country: An Environmental History. I have not read it, but talked with him briefly at ASEH. He takes a different approach than Seiler, and so may be good for a counterpoint.

    • Thanks for these suggestions, Sarah. I’ll be sure to look them up. I’m currently reading Tom McCarthy’s “Auto Mania: Cars, Consumers, and the Environment,” (Yale University Press, 2007), which is quite good, though his focus on the early- and mid-20th century does not analyze the more contemporary media milieu.

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