I am very disturbed by the alarming trend in the moral tone of some GM advertising. I do not usually watch much television, but I do enjoy the winter Olympics and GM has been advertising heavily on NBC during the Sochi games. I am saddened and disappointed at the low moral level reflected in some of the ads. In addition, as a person who has driven more GM cars by far than any other brand, and currently drives a Chevy Equinox, I even feel a little betrayed.
Let’s begin with the lowest one. You know the one I mean. “I can’t believe you got a tattoo on your…” The viewer is left to imagine some kind of outrageous drunken night before which the male driver may not even fully remember and which his wife or girlfriend riding with him seems to take in stride as semi-normal. Is this coarse humor the best they could do to advertise connectivity? This follows the disturbing habit of much media to proffer that which gets noticed without taking any responsibility for its ethical content or probable influence. I prefer following St. Paul’s advice, “Do not let any unwholesome talk come out of your mouths, but only what is helpful for building others up according to their needs, that it may benefit those who listen” (Ephesians 4:29 NIV).
Then there is the ad by Cadillac that would turn off any morally mature person. It is the epitome of hated American arrogance that gives us a bad reputation around the world. The man talks about how we left the keys in a car on the moon because we’re the only ones going back. We left because we got bored. The further implication is that we can drive Cadillac because we only take two weeks off in August rather than four like the Europeans. What snobbish nonsense! The writers of that ad were obviously not schooled in history or Christian ethics either. “Pride goes before destruction, a haughty spirit before a fall” (Proverbs 16:18) and “God opposes the proud but gives grace to the humble” (James 4:6) have not been part of their reading.
Finally, take the case of the young babysitter who, after noticing the Tahoe’s fine and expensive leather interior raises her price $20 on the spot. Raising the price based on presumed ability to pay is the stuff of tourist trap street vendors, not normal business dealings. It is hardly an example of honesty or wise interpersonal relationships. It is also a counter-productive ad because the person driving the Tahoe will feel cheated. (Also note that the baby sitter will be unlikely to be rehired.) So the implicit ad message is, if you buy a Tahoe you get to be taken advantage of. People would much rather be respected by honest dealing than by looking rich enough to be taken advantage of!
These ads do not reflect good moral thinking at GM. I pray for better from a blue chip American company.