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  • Mon, 21:10: An ad begins "In the battle against compromise, the fully loaded Mazda3 never makes you pick sides." Parsing this hurts my brain.

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( 6 comments — Leave a comment )
vinaigrettegirl
Oct. 20th, 2010 08:57 pm (UTC)
Why? It's a lie, pure and simple. Maybe you can't believe they're that transparent about it: the message is exactly the opposite of what it purports to mean. Their baldfaced duplicity is hard to parse...
oxfordhacker
Oct. 21st, 2010 09:43 am (UTC)
I think it's not so much a lie as bullshit; not untrue but meaningless. I assume this is the goal when advertising something with no particularly desirable features; nevertheless, I start wondering who is battling against compromise, and wouldn't embracing both sides be a compromise? Fortunately beer came to rescue...
vinaigrettegirl
Oct. 22nd, 2010 09:24 am (UTC)
hypothesis (A) we all battle against compromise in our lives [subtext = real men don't ever compromise]
hypothesis (B) the car is everything you could possibly want, you need not accept a compromise on this one

therefore Mazda is on your side in the great life battle, and in choosing a Mazda you are not forced into the ranks of compromisers.

Which is certainly, as you say, bullshit, but also may be a lie, because maybe the car isn't all that great and so much so you are forced to choose, after all.
zengineer
Oct. 21st, 2010 08:21 am (UTC)
I obviously worked for a (Japanese) car company too long. That makes perfect sense to me - The Mazda 3 has all the toys, performance and space you can reasonably expect of a standard C segment car whilst retaining a bit of quirky styling. Think of the poor admen. This is what they have to say every time about this type of car and they are not supposed to repeat themselves. This phrase was probably developed by committee and signed off at board level after focus group approval. Isn't civilzation wonderful?
oxfordhacker
Oct. 21st, 2010 09:46 am (UTC)
Yeah, I understand what they're trying to say, but the semantics of the statement pain me. How can you support both sides of a battle if one side is 'compromise'?
zengineer
Oct. 21st, 2010 10:40 am (UTC)
On one side you have cars that are optimised to the average customer - the compromise - and on the other cars designed to some group in particular - for instance the Ferrari designed for the testosteronally disadvantaged. These are the two sides in any battle of a bunch of car designers. The cerebral, analytical, profit motivated verses the emotional, inspired. Like the slogan -
Christians and atheists unite against woolly minded agnosticism!
( 6 comments — Leave a comment )

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