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Polo is a car for homosexuals. And there's nothing wrong with that.

As mesmas associações que serviriam para garantir o sucesso comercial do carro são aquelas que reforçam o preconceito que a propaganda diz combater.

The same associations that would serve to guarantee the commercial success of the car are those that reinforce the prejudice that the advertisement claims to combat.| Photo: Reproduction / Facebook

Volkswagen, maker of the Polo, decided to join the fashion woke

and produced a commercial in which he associates the car with a homosexual couple. The advertising piece is absolutely explicit in this association, with the right to the flag of the LGBT movement and bitoca between men. And so far, so good. Choosing to restrict the car-buying public based on sexual orientation is the company’s prerogative. Let her deal with it.

The problem is that the LGBT community, not satisfied with being represented in the advertisement, she is complaining about the association between the car and the sexual orientation of the characters in the commercial. Oh, are the extremist militants of a minority complaining even after conquering a symbolic space?! What’s new, isn’t it?

They say they are suffering homophobic attacks that call for “impartial marketing”. Attacks!

Just because ordinary people, public target of advertising for a semi-popular car, are creating hundreds of memes that repeat exactly the argument carefully crafted by hip advertisers in those offices full of ping-pong tables and soap bubble machines. That is, ordinary people are saying that the Polo is a car aimed at a very specific audience: people who have an affective-sexual relationship with people of the same sex. Or gender – I don’t even know anymore.

Of course, when it comes to In today’s ideological advertising, there is always the possibility that the commercial has an objective other than selling as many cars as possible. It would not be absurd to say, for example, that the advertisement (I have always wanted to use that word) seeks to shape the thinking of consumers, reinforcing the idea that it is prohibited

to create certain associations that are innate. There is an interesting contradiction there: the same associations that would serve to guarantee the commercial success of a car are those that reinforce the prejudice that the advertising claims to combat. How to resolve this dilemma is a problem for Volkswagen and its wonderful advertisers.

Niche Marketing

See good. Although I personally consider the choice of advertisers to be risky, as it restricts the car consuming public to about 10% of the population, the decision makes some sense. Homosexuals generally earn and spend more. And, to improve, they usually don’t have children – which allows them to pay for a car that costs from R$76 a thousand just to support the LGBT cause.

It’s called “niche marketing”. It has always been like that. Before, however, Volkswagen and other automakers invested in broader niches, so to speak. Parents of families bought huge cars to take their children to school or on trips. Straight hookers bought sports cars. Independent women bought cars with lots of purses and, in the advertisements, they always appeared in the rearview mirror putting on makeup. And even very hard workers pooled their savings to buy a Beetle.

Now , however (and I am thinking here that the STF may well consider this “however” homophobic), the very traditional German automaker founded in 768, in order to produce cheap cars for the average Aryan, decided to make cars for specific sexual orientations. To repeat for the twenty-fourth time in the text: there is nothing wrong with that.

) What doesn’t make sense is the company, advertisers and activists complaining about the fact that some consumers aren’t exactly happy and jumpy about the association. I personally consider it silly, but there are people who don’t like to identify themselves sexually by the car they drive. In the same way that maybe there are homosexuals bothered by being confused with heterosexuals when driving a, I don’t know, Onix, there will be men and women, jealous of their heterosexuality, bothered by being confused with homosexuals when driving the Polo.

Apologizing from now on for the karnalesque platitude, choices have consequences. Good and bad. By associating a car with a sexual orientation, the German multinational founded in 1937 in order to produce cheap cars for the Aryan medium, chose to favor a specific segment that, she predicts, will bring her good profits – and even free publicity in this very valuable space. But this choice will naturally alienate other segments. Patience.

For those who do not want to have their sexual orientation exposed every time that start the engine 1.0, 1.4 or 1.6 will choose from the dozens of other models offered by other automakers. And so life goes on. For some, in a Polo. For others, on foot, by train, truck or as many cars. Even Mini Cooper.

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