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Selling Technology

The advertisements in this section sell technological advancements, modernity, style, comfort and safety. The new technologies promoted in these ads promise to improve and transform the consumer's life.

In some of the ads, the car is shown alongside other forms of transportation, such as airplanes, to demonstrate the ease and convenience of modern travel. Some ads sell the thrill and excitement that comes with driving a modern car that can go faster and further. Other ads emphasize the history of the car manufacturer and show the evolution of the vehicle's design over time. These ads imply that the car has become an important part of daily life, and will continue to be important in the future.

These ads also sell technology and progress as commodities to be consumed and eventually discarded or upgraded once the newest model comes along. How do the lifestyles being sold in these ads compete with the notion of safety and comfort? How does the text compare to the images? We have focused on modernity, but how do ideas of gender, race and class appear in these ads?