Propaganda paved the way for an automotive society

Know your history. Public relations & advertising had a profound impact on Motordom, car-dependent lifestyles, and public policy.

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Free will vs. predestination

I don’t care if you own a car, SUV, minivan, pick-up truck, private jet, or one of each. And this post places no judgment on consumerism. I’m writing it because it’s relevant to modern discourse about land use policy, infrastructure funding, government subsidies, and every other aspect of urbanism. 

A motordom haiku

Once upon a time, did Americans go car shopping because they needed new cars, or because they were persuaded by subversive forces? Free will or predestination?

In the modern American landscape, automobiles are more than mere modes of transportation. They’re emblematic of our societal values, individual freedoms, and aspirations. Manufacturers wrap motordom in the flag. The car is central to the American dream.

The move towards automotive lifestyles didn’t occur organically just because motor vehicles were a useful invention. (And they were/are an incredible piece of technology.) But the culture shift was cultivated through a level of advertising genius that the military would proudly call a psy-op if it had been their idea. In the blink of an eye, the household automobile became the personal automobile.

Edward Bernays was the nephew of Sigmund Freud and a master of psychological manipulation and public relations. He’s a central figure in steering the automobile's ascendancy. Bernays harnessed propaganda to transmute cars from practical necessities to coveted emblems of individualism and prestige. His strategic use of emotional triggers in advertising campaigns, combined with his skillful association of automobiles with the American dream, propelled a shift in consumer perception. 

The artful manipulation positioned automobile ownership as a conduit for self-expression and societal advancement. Anyone who’s anyone would have their own car.

In the early years, car advertisements were almost like a user’s manual, describing components and features. The consumerism plot twist came when allure was promoted over utility. This change was epitomized by Chevrolet's iconic "See the USA in Your Chevrolet" campaign of the 1950s. The campaign depicted not only the car as a gateway to exploration but also positioned it as shaping cherished family memories. 

Another brilliant move by manufacturers was promoting frequent model updates. They treated cars like clothes, making prior versions of their own products look outdated and less desirable. Today we call this strategy “planned obsolescence” and it’s taken root in several consumer industries. Henry Ford thought it was a sleazy idea and rejected it outright. So Bernays was hired by GM to test the concept. It worked, gloriously. 

This not only bolstered the auto industry's revenue stream but also reinforced the notion of perpetual consumption as an essential part of societal progress. We’re spending more, therefore we’re doing better. Even the communal "household automobile" was changed by marketers to "personal automobile." 

Bernays happily gave interviews over his 103-year life. One of the interesting things about this topic is that it’s so controversial, even written off as a conspiracy theory, even though the man himself constantly described his tactics in great detail.

I’ve got a few of those for you, but first…

Important milestones for the automotive industry

• Rapid growth. In 1900, there were about 8,000 registered automobiles in the United States. By 1910, there were over 400,000. The early years were nuts.

• Mass production and affordability. Henry Ford introduced the assembly line in 1913 revolutionized car production. The Model T, launched in 1908, saw its price drop from $825 in 1909 to $360 in 1916, making automobiles more affordable and accessible to a broader range of consumers.

• Advertising. In the 1920s, the automobile industry was a major contributor to the surge in advertising spending. By 1929, automakers were spending over $100 million on advertising, a significant sum at the time. (Their 1929 purchasing power of $1 is about $20 for us today.)

• "New Model for a New Year" shift. General Motors introduced the practice of annual model changes in the 1920s, a strategy that became an industry norm. This practice shifted consumer expectations, fostering a culture of constant upgrades and contributing to planned obsolescence.

• Planned obsolescence. The average lifespan of a car in the 1920s was around five years. By the 1950s, this had dropped to just two to three years, highlighting the impact of planned obsolescence on consumer behavior and the need for constant upgrades. (You know with modern technology capabilities, a car could be made to last decades. But why would they kill a golden goose?)

• Video storytelling. The 1950s marked the rise of television as a dominant advertising medium. Car manufacturers seized this opportunity, and in 1955 alone, they spent over $300 million on TV ads, playing a crucial role in shaping consumer desires. “Be a better version of yourself,” etc.

• Cultural impact. A survey conducted in the 1950s found that Americans ranked car ownership as the second most important status symbol, just below home ownership. This attests to the success of advertising campaigns that positioned cars as vehicles of personal identity and social status.

• Consumer credit. The introduction of consumer credit and car loans in the mid-20th century facilitated car ownership even for those who couldn't afford to buy outright. By the 1960s, around 80% of new cars were purchased on credit, reinforcing the culture of consumption. “Can’t afford it? No problem!”

• Lifestyle marketing. In the 1960s and 1970s, advertisers focused on emotion over function. Ads emphasized the emotional experiences associated with owning a particular model.

• Virtue signaling. In response to growing environmental awareness, advertisers started highlighting fuel efficiency and environmental considerations in the 1970s and beyond. They began the practice of attaching to cultural and political feelings that continues to this day.

• Pedal to the metal marketing. As of the early 21st century, the automobile industry remained a massive contributor to advertising spending. They consistently rank among the top 10 industries by advertising expenditure in the United States.

You need a new car.

In the early 20th century, the American automobile industry experienced a remarkable surge in growth, defying conventional economic wisdom that suggests saturation leads to stagnation. The paradoxical situation of escalating demand for cars despite Americans supposedly having "enough" vehicles can be attributed to the powerful influence of propaganda and advertising. 

Messaging is a potent tool that shapes public opinion and molds consumer behavior. While propaganda is often associated with political manipulation and warmongering, its influence extends far beyond the realm of politics. Advertising is the art of captivating audiences through carefully crafted stories designed to get you to buy something that you don’t need.

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The more I learned, the longer this post got. So you’re stuck with a cliffhanger. Click below to read Part 2.