Car as coping mechanism

This may have secured a few customers for Nissan, but it didn't demonstrate any care for customers who are insecure. The copy reads: "Envy. Terrible to feel. Wonderful to provoke."





















Questions to ponder:
1. According to this ad, eliciting envy from others is a way to gain social worth. Are there customers who would buy the car for this reason?

2. Does humor make the copy less mean toward those in whom envy is provoked?

3. Is it OK to play on a customer's need for acceptance if it's done in a light-hearted way?

4. Is it possible for a car company to foster genuine self-esteem in their customers? If so, how might you do it?