Fast Cars

Fast car drivers have become carpoolers to satisfy car marketing messages.

The first Model Ts came rolling off the busy floor of the Ford Motor Company in 1908. Early advertising and marketing soon made those cars totems of identity. “FREEDOM for the woman who owns a Ford,” promised a full-page 1924 ad, showing a solo woman in driving togs enjoying a maple tree at the peak of its fall colors. Images of the open road became the obligatory background to any automobile ad. Car marketing became the promise of expanded personal freedom, in an age where corporate media had come to govern all expressions of personal freedom. The car is the ultimate soloist shell, and the perfect embodiment of Goebbels’ maxim that captures the ethos of the corporate voice perfectly: “We speak not to express ourselves but to elicit a desired response.”

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