‘Powersliding a sports car through a rain-slick city at night might seem like an unrealistic activity that most car owners won’t participate in, but marketers count on the excitement generated by this imagery to influence consumer decisions. These marketers are seeking those consumers most driven by “a need for speed.”
These are called ‘Hedonistic Considerations’.
How often do we see a car that solely occupies space in an advert? It is a fantasy world that deceives not only the driver but demands that we all give way to that fantasy by prioritising traffic flow.
The anger at this disconnect between fantasy and reality materialises on the ground as projected ‘road rage’ onto the perceived or socially constructed ‘weakness’ of pedestrians and cyclists.
Nothing brings a driver crashing down to reality more than a pedestrian who walks faster or a cyclist who weaves ahead.