Do you remember the Passat commercial where the guy is driving a nice Passat and is stopped at the border where the border guards proceed to dismantle the guy’s Passat? I don’t know what point of that commercial is supposed to make me want to buy a Passat.

In marketing, one of the fundamental points to make to the consumer is that by buying the advertised product, their life will be better, more fulfilled, or that they will benefit in some way. It’s the general idea that has to get across so that a customer thinks that they have to have the advertised product.

At what point is this message portrayed to the consumer? It’s not. Lately we’ve been seeing more advertising geared developing a sense of superiority. It’s not a buy this because it will make your life better, but buy this because it will show that you are above others and you will have something others want but don’t have. As a matter of fact, your life probably will be worst off having this, but you will have what others want but don’t have and for that alone, buy it.

Do you own any of these cars?

1. 1991 Honda Accord
2. 1995 Honda Civic
3. 1989 Toyota Camry
4. 1994 Dodge Caravan
5. 1994 Nissan Sentra
6. 1997 Ford F150 Series
7. 1990 Acura Integra
8. 1986 Toyota Pickup
9. 1993 Saturn SL
10. 2004 Dodge Ram Pickup

If so, you may be fall under the category mentioned above. According to State Farm, these are the cars stole most often in 2005. Why buy a car that has a greater chance of being stolen? The sense of style or some of the included features gives us a sense of comfort that even though we have a greater chance of having our car stolen, we still will choose to have the car.

Part of the mentality that we have today gives greater emphasis to our sense of style and superiority, which overcomes the traditional sense of practicality. Because of this we will see more and more marketing geared to appeal these senses, regardless of how impractical or burdensome the luxury items may be.