Junk TV and crazy car dealership TV ads

By David Maillie

I’m not talking about TV ads from the automotive manufacturers like Honda and Ford, what I’m talking about is trash TV as depicted on the A&E show King of Cars.  All one has to do is surf through the cable channels and at least one will be showing some demented show offering one after another car for sale with costume characters and off the hook, crazy acting.  Should this type of advertising be allowed?  It's like Jerry Springer hawking cars - it's crazy!

It appears that most of these ads are from lower line car stores like Hyundai and Ford and have numerous mentions of how they will heal your bad credit or that they love people with bad credit.  Some even have healing services where they, similar to an evangelical healing service, they try to beat out the bad credit demons!

In my opinion it seems that this is their target audience and that these ads are for people that are basically stupid buyers.  Who buys a car because a man dressed like a crack head or pink elephant says it is a unbelievable buy?  I just watched an episode today for a local Hyundai car dealer that was making fun of an employee dressed as someone’s grandmother.  It was actually sick humor as they were making fun of an elderly person with a hip problem.  Do they have their headlights on and can they see? Are these car dealers on crack?  Don’t they know there are organizations like the American Civil Liberties Union and PUSH that frown upon these sorts of activities?  What kind of buyers actually do watch these crazy shows and go down to the dealership and buy a car? 

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There isn’t a lot of research into this as dealerships scared of lawsuits due to racial profiling or marketing are very reluctant to release this data.  Many say they have no data, but in actuality, all car dealerships keep track of every advertising dollar spent and will not spend money where there is little or no return.  Well, with the advent of this show King of Cars, it is quite obvious whom the targeted customers are.  They are low income families that tend to be of two main minorities, black and latino groups.  This is unfare and unethical advertising as it basically depicts these minorities as stupid and should not be allowed to air.  I see no difference between these Car ads and childrens TV shows for toddlers.  They are of the same mentality.

Maybe the car dealerships producing these shows, which may seem all fun and games, should look into it a little deeper first.  Several major car manufacturers have recently settled large lawsuits on racial tiering of finance rates offered to car buyers.  It was found after much research that minorities were basically overall getting the shaft on interest rates.  They were paying many points higher in interest with the same credit scores as non minorities.  Is this fair?  Absolutely not.  Is it fair for Michael Richards or Mel Gibson to resort to racist slurs regardless of the situation?  Absolutely not.  I don’t usually side with the reverend Al Sharpton as his views are too liberal for me, but after watching his remarks to Michael Richards phone conversation with him, I saw another side of him.  He was reserved and absolutely correct in stating that we have gotten this far, but we have a long way to go. 

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There should be no room for racism in our society and it shouldn’t matter if someone is Greek, Cambodian, African American, white, American Indian, Mexican, etc… As long as they are legal immigrants, they have the same rights as everyone else and should be treated the same.  Regardless if you are being heckled or worse, racist remarks should never enter the picture.  Before too long, someone will figure out that these ridiculous and crazy car dealer ads are racially targeted and they will eventually be forced to stop through either a boycott of sorts or a series of law suits.  Businesses should not be allowed to racially target and take advantage of minorities as this is exactly what these ridiculous car dealer ads do.  For now they are a mere annoyance that should be shunned.   

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