You Are What Drive

You Are What You Drive?: 

You Are What You Drive? The Language of Food In Contemporary American Car Advertisements

Cars and Identity: 

Cars and Identity 1. What do cars tell us about American Culture? ex. The Car Chase 2. What does car ownership generally, and the specific choice of one car over another, tell us about individual Identity? ex. Second Hand: What Does car choice say about these individuals? -Richard -Linda

Relationship Between Cars and Eatingin America:: 

Relationship Between Cars and Eating in America: Fast Food Nation: “love of the automobile changed what America looks like and what Americans eat” ▪ Modern modes of food purchasing were made possible by the automobile (ex. Food Store) ▪ Ford Manufacturing style as the model of Fast Food Production ▪ Fast Food Restaurants and “curb service”

What Story Does Food Tell About Cars?: 

What Story Does Food Tell About Cars? Food has changed the way we use, describe, and understand cars in America: -Ethanol Gasoline or Bio Diesel cars -Language of cars: “Gas guzzlers” -Current trend in Advertising: How is Food/Eating used in these ads? What does is say about the car/driver?

Food used to describe Car Production and Consumption:: 

Food used to describe Car Production and Consumption: 1960s Volkswagen: “We pluck the lemons; you get the plums.”

Slide6: 

The Act of Driving as Eating: 2004 Jaguar X-Type Asphalt. The other red meat. “The Jaguar X-Type is not easily satiated. It requires a beefy diet of high-banked turns, left lanes and fresh black pavement. Can you provide that?”

Cars as Food: “take one out for a taste drive”: 

Cars as Food: “take one out for a taste drive”

Execution #1: 

Execution #1

Food and Identity: “You are What You Eat”: 

Food and Identity: “You are What You Eat” ▪Speaks to the biology of eating- what you eat becomes you ▪Cultures consume different things (ex. food taboos) ▪Norms of individual identity are displayed through food (gender, class, ethnicity)

Execution #2:Dodge Durango: “this baby carries around chunks of those wimpy wanna-bes in its tail pipe”: 

Execution #2: Dodge Durango: “this baby carries around chunks of those wimpy wanna-bes in its tail pipe”

We are what we Drive?: 

We are what we Drive? Consider both the complex relationship between cars and food and the comparison constructed by these ads: 1. How does our relationship with food come to shape our understanding of cars? 2. What do cars say about individuals in this context?