Automobile manufacturers have been increasingly utilizing psychological techniques to influence consumer behavior and drive sales. One such technique is through the use of erotic cues in their advertising campaigns. This paper will explore how Mazda incorporates these erotic cues into its car advertisements and the implications it has for consumers' sexual desires and fantasies.
Mazda's advertisement for the CX-9 SUV features a young couple on a road trip, where the man expresses his desire to take a detour to a secluded spot. The woman agrees, and they stop on a remote road surrounded by trees. As they walk towards each other, the camera zooms in on the CX-9 parked nearby. The commercial ends with the tagline "Road trips are made for new discoveries," suggesting that exploring together can lead to exciting experiences. By including this suggestive language, Mazda suggests that owning a Mazda vehicle can enhance intimacy between partners.
Another Mazda ad shows a couple driving down a winding mountain road, with the man driving aggressively while the woman sits in the passenger seat. They pull over to the side of the road, and the woman gets out of the car, leaving the door open as she walks away from the car. The camera follows her, focusing on her rear end as she walks away. Once she reaches a clearing, she turns around and looks back at the car, and we see that the Mazda logo is emblazoned on the car's tailgate. The commercial concludes with the tagline "Simply irresistible." Mazda uses this technique to associate their vehicles with eroticism and create a sense of mystery and excitement about the unknown.
A recent Mazda ad depicts a couple driving on a deserted beach at night, with the man leaning over to kiss the woman. As he leans in, the camera pans upwards to reveal the sky, where the stars form an image of the Mazda logo. The commercial ends with the tagline "When you're ready, we'll be there." This suggests that Mazda vehicles can facilitate romantic encounters, which appeals to consumers' sexual desires and fantasies.
These advertisements may subtly encode sexual messages that appeal to consumers' subconscious desires for intimacy and passion. By associating its products with sexually charged imagery, Mazda creates a connection between its brand and consumer desire, encouraging them to buy its cars. In addition, these commercials suggest that owning a Mazda vehicle can enhance one's attractiveness, leading to more sexual opportunities.
Mazda's use of erotic cues also raises ethical concerns regarding the objectification of women and potentially encouraging risky behavior, such as unsafe driving practices or promoting extramarital affairs.
Mazda's use of erotic cues in its advertising campaigns is a strategic marketing tactic designed to drive sales by tapping into consumers' innate sexual desires and fantasies. While this approach may be effective in increasing sales, it has implications for consumer behavior beyond simply purchasing a car. These commercials create a link between owning a Mazda and enhanced sexual experiences, which could lead to unrealistic expectations or problematic behaviors. As such, consumers should approach Mazda ads with caution and consider their own values when making purchasing decisions.