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The Jeep has come to represent a tough, masculine and truly American auto image. Jeep's identity was originally solely tied to the American soldiers combating their enemies, the Axis forces, but over the years it has added many meanings on top of its once solely military image, without losing the toughness that that image imparts. The Jeep came from what it represents, American strength and ingenuity. Over time the Jeep has come to embody these aspects with its own new hint of power and design auto parts. Jeep's meaning has been set by its inception as a war vehicle and expanded by the introduction to the civilian market and the introduction of new models to the Jeep line. The Jeep is the rugged, outdoorsy American vehicle that is driven by rugged and outdoorsy American Men. Its identity has shifted with the times but it has always been grounded to the strong, conquering American male image. The Jeep is advertised through a variety of different mediums which all pull from different angles of fun, safety or intelligence toward the final image of: Jeep, the American man's SUV. This image doesn't come from just its advertising campaigns, or vast production, but from its rough, full throttle, nature conquering consumption as well. |
