That's exactly the problem. But advertising has always tried to convince you that a certain product is somehow rebellious, and it's always (or almost always) bullshit because buying products from major corporations is inherently unrebellious. It's like the ad people are either too stupid to realize this themselves, or, more likely, assume that their intended audience is too stupid to notice. With the whole Scion thing, I wonder if the target audience is so young and maleducated that the latter might actually be a correct assumption. Which is to say, either stupid people with sophomoric senses of humor who are too dumb to understand they're being manipulated will be influenced in their purchasing decisions by this ad, or the ad will be a failure and actually backfire as people get resentful for being so nakedly manipulated.
The whole sheep thing is so played out, anyway. If you're doing what the corporations tell you to, you're the fucking sheep.
The article linked mentions the oft-cited example of the Chevy "Nova" translating to "doesn't go" in Spanish, which is something of a falsehood. "No va" does means "it doesn't go", but the word "nova" means the same thing in Spanish as it does in English - the explosion of a dying star. So the name probably didn't really have much effect on sales in Spanish speaking countries.
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