Thursday, October 06, 2005

SUV Ads Aimed at Walter Mitty Types

I have recently been commenting how SUV ads are aimed at Walter Mitty types who live sedentary and/or artificial urban based lives who compensate for their quiet desperation and/or insecutities by buying large vehicles they really don't need.

One surprizingly common response is "Who is Walter Mitty?" so i have included a link to "The Secret Life of Walter Mitty", a very short story by James Thurber as this is a basic cultural archetype to be familiar with in this age.

"...He put his shoulders back and his heels together. "To hell with the handkerchief," said Waker Mitty scornfully. He took one last drag on his cigarette and snapped it away. Then, with that faint, fleeting smile playing about his lips, he faced the firing squad; erect and motionless, proud and disdainful, Walter Mitty the Undefeated, inscrutable to the last. "

Some reinforcement for my premise is found in the article entitled "Masculinity Challenged, Men Prefer War and SUVs"

Excerpt: "I found that if you made men more insecure about their masculinity, they displayed more homophobic attitudes, tended to support the Iraq war more and would be more willing to purchase an SUV over another type of vehicle," said Willer..."


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