The cranky voice of environmentalism drives a mazda

Product placement within pop culture has become so common that we may not consciously notice, even if it does have some influence on our consumption. Movies cleverly place brands within the story line or background. Athletes wear name brands on their jerseys. People tote around bags with designer logos. Corporate logos have become cozy. Often these cozy corporations sponsor specific forms of art within pop culture, or they co-brand — two brands existing in the same space—  and they create an outcome like the LoraxMazda commercial. 

It is easy to argue that today, automobiles are our culture’s greatest environmental threat, therefore changing driving habits and attitudes would have a large impact on the environment. But while the commercial is advertising the Mazda CX-5’s use of the new, greener, and more environmental friendly Skyactiv technology, there are obviously other cars that are much friendlier towards the  environment. Although the Mazda receives the “Truffula tree approval seal",  Toyato’s  Prius averages 51/48 mpg. (http://www.toyota.com/prius/). So why is the Lorax, today’s “cranky voice of environmentalism”  (Laurel Sutton), advertising something environmentally harmful, and furthermore why is an environmentally sensitive film about tree conservation, that depicts the impact corporate greed has on the environment , co branding with a greedy corporation. The irony is never ending.

The Mazda CX5 is neither eco friendly nor kid friendly. Mazda is attempting to use the appearance of the lorax in thier commercial to appeal to the nostalgic parents of the children. a sneaky marketing technique, attempting to make the Mazda come off as nostalgic and eco friendly. This attempt to appeal to parents through the children is a marketing technique called sentimental advertising, attempting to reach out to the viewers in a sentimental way. They are specifically using green advertising, marketing that the car is "eco friendly", which will appeal to some because they will feel that they are doing their part to help the environment; or, often, people will want to show off their economic standing through consumption, this arguably falls under the esteem category of Maslow's hierarchy of needs.Maslow believed that people are motivated to recieve rewards or some unconscious desires, thus creating a hierarchy of needs. Buying a "eco friendly" vehicle could fall under the fourth level of the pyramid, esteem. The advertisments are using the lorax to promote the car as "eco friendly" and appeal to people on a sentimental level, but in reality cars simply  do not appeal in a sentimental way because they have no Hau (things that are mixed into our souls, not about the dollar value of object, but rather appeals to a person on a intimate level) Vehicles are cranked out of companies by people we never meet, and typically bought because of price and convenience. Bell describes that "we care about these purchased goods because of how they serve our interests." The MazdaCX-5 will most likely have no sentimental deep appeal to the parents that are exposed to this commercial, but by having the Lorax shill for the cars, the company hopes to appeal on a level that is beyond convenience and price. If I had to make an educated guess, I would have to say that the lorax probably wouldnt drive a Mazda CX-5.