A century after violent efforts to suppress resistance to class exploitation, the nation has learned to think about people and the economy with a language that favors the wealthy and elides issues of power.
One luxury automaker is betting big that America’s affluent feel no responsibility to the greater society crumbling all around them.
Audi, the luxury automaker, has a new ad campaign out. You may have seen the TV spot. The new campaign is running full-page newspaper ads as well.
Who’s Audi targeting? People of means, obviously. People who can afford, even in Great Recession times, a $50,000-plus automobile.
These affluents already have, of course, plenty of choices, and that makes life rather difficult for luxury car makers like Audi. They need ever fresher messages to attract the affluent into their showrooms. And Audi now has one.[pullquote]Potholes everywhere. But you don’t have to worry if you’re rich. You can just buy your way out.[/pullquote]
You won’t find, in Audi’s new ad campaign, any clichéd references to “tasteful hand-finished appointments.“ Or “head-turning style.” Audi has ripped its new sales message straight from the Forbes and Wall Street Journal headlines that scream “budget crisis” and “government funding cutbacks.”
“The roads are underfunded by $450 billion,” the Audi message pronounces. “With the right car, you may never notice.”
Subtle? No. Powerful? Yes. Audi is speaking straight to the anxieties of America’s affluent — and offering a reprieve from an increasingly revolting reality. Sure, the new Audi ads acknowledge, the country really is falling apart. Potholes everywhere. But you don’t have to worry. You can buy your way out.
As a “successful” person, the Audi ads preach, you have a responsibility only to yourself. Those shrinking highway maintenance budgets? Not your problem. And you, as a person of means, certainly shouldn’t have to pay any more in taxes to get those potholes fixed. You’ve made it. You can afford a car smart enough to dodge any pothole those crumbling roads throw at you.
Michael Halloran heard this message loud and clear when he read the Audi ad that appeared in the New York Times. Halloran, a past president of the Rhetoric Society of America who teaches communications theory and practice, pays fairly close attention to the rhetorical appeals that regularly bombard us.[pullquote]The 1950s rich faced tax rates much higher than the rich do today, and yet they paid their taxes and went about their business.[/pullquote]
Halloran also, with a little jiggling of his “spending habits,” could afford the new “smart” A6 luxury model Audi is now pushing.
“I could enjoy the temperature-controlled leather seats and state-of-the-art audio system,” he noted earlier this month, “while letting the Audi quattro drive system, Google Earth navigation system, and Audi drive select system take care of our crumbling roads.”
But Halloran is passing up the Audi opportunity. He’d rather, as an affluent American, pay “more in taxes to get started on a serious effort to fix our deplorable roads.” Why?
“For one thing,” Halloran explains, “neither Audi nor any other car manufacturer has yet developed a soft-landing system to protect me from a bridge collapse. For another, I have grandchildren, and I’d rather not bequeath to them an America bidding for third-world status.”
Affluent Americans like Michael Halloran, relates Demos think tank analyst Dianne Stewart, “think of themselves not merely as taxpayers, but as citizens, and they view taxes not just as dollars out of their pockets, but as civic capital that finances America’s quality of life.”
Back in the mid 20th century, a time of much greater income equality in the United States, most affluent Americans felt that way. The 1950s rich faced tax rates much higher than the rich do today, and yet, as the New Yorker’s Malcolm Gladwell noted last month, they “paid their taxes and went about their business.”
“The wealthy of that era,” Gladwell adds, “could have pushed for a world that more closely conformed to their self-interest and they chose not to.”
Audi’s betting, suggests Diane Stewart of Demos, that today’s affluent will “simply buy the cars, the school tuition, the health care, and the private security services that will allow them not to notice the giant holes in local, state, and federal budgets.”
Plenty of nationally prominent politicos in the United States are essentially making that same bet. If they win, we all lose. Even the affluent.
“In the long run,” as Theodore Roosevelt, then a former President, told his fellow Americans back in 1912, “this country will not be a good place for any of us to live unless it is a reasonably good place for all of us to live in.”
Teddy will likely never make it into an Audi ad.
Sam Pizzigati, the co-editor of Inequality.Org, also edits Too Much, the online weekly on excess and inequality published by the Washington, D.C.-based Institute for Policy Studies. Read the current issue or sign up here to receive Too Much in your email inbox.