Automobile advertising often implies that cars have personalities, emotions, and sentiments like human beings. Advertisements frequently portray autos as aggressive and assertive, which is especially common for sports automobiles.
This depiction of machines as having personality may reveal something deeper about how humans perceive themselves and their desires. Some psychologists suggest that such representations of vehicles might convey more than merely an attitude toward speed and power; they could also imply a hidden desire to see oneself as a macho individual. Others contend that these commercials perpetuate conventional gender roles and stereotypes.
As an illustration, consider the following ad. In it, the male protagonist drives a vehicle on a twisted road while his girlfriend shouts "Look at you go!" As he glances back at her and grins triumphantly, she responds enthusiastically, "Wow, look at yourself!" The automobile has just become a phallic symbol for masculinity in this way. This representation reflects men's anxieties regarding potency, sexual prowess, and virility, and it shows how males are continuously competing with one another for dominance.
Some scholars argue that auto-personification can be observed even when car commercials do not explicitly address sex or gender, highlighting the possibility that people project their sexuality onto cars.
Many individuals choose sedans over SUVs because they feel safer and more secure, which suggests a preference for safety over risk-taking. According to some analysts, this choice implies an underlying ambivalence about sex and sexuality, wherein security indicates a fear of intimacy and being out of control. Similarly, researchers have noted that women tend to prefer smaller cars over larger vehicles, which could reflect worries about being too dominant or powerful.
In addition to conveying gender identities, the design of automobiles can also convey sexual characteristics. Take, for instance, the trend toward sleeker designs and rounded edges on modern vehicles. These elements may signify smoothness, softness, and a lack of sharp angles, all attributes associated with femininity. On the other hand, angular forms like squares and rectangles may suggest strength, stability, and solidity, representing masculinity. As a result, the curvature of contemporary automobile design may be related to male-female dynamics in our society.
This does not mean that only heterosexual people experience these feelings; homoerotic undertones may be present as well. The ad mentioned above portrays two men engaged in a competition that is both aggressive and sensual, which could evoke homosocial bonding. Even though the protagonist's female partner reacts positively, she isn't the focus of his gaze; instead, he directs it at another man, implying male desire for same-sex partnerships.
Another aspect of auto-personification is how we interact with our automobiles. Individuals frequently develop emotional attachments to their cars, often referring to them as "she" or "him." We speak about our vehicles affectionately and treat them gently, just as we would do with a cherished pet. This act suggests that we view our cars as extensions of ourselves, even if they are merely machines. The car represents our identity, values, and interests, such as speed, power, and status, making us feel more potent and self-assured.
The sexualization of autos has been prevalent in advertisements since the early 20th century, and many individuals still project gendered stereotypes onto vehicle bodies through language.