Bumper stickers as cultural communication and social expression

Bumper Stickers are everywhere. In rush hour traffic they stare drivers in the face, and they amuse shoppers on the way back to their cars in the mall parking lot. Bumper stickers are drivers' way of shouting out their psychological attitudes, their favorite jokes, or their political or religious values. For example, someone who proudly displays the bumper sticker "Grace Happens!" is most likely a Christian and has Christian values. He or she might also appreciate a bumper sticker that suggests "Evolution is Intelligent," which hints at intelligent design. He or she may or may not be able to appreciate the humor behind bumper sticker statements like "Come to the dark side -- We have cookies!" Or "Yes, I'm evil but it's part of my charm," both of which indicate irreverence and humor. Similarly, a bumper sticker that reads, "Let go of my ears" indicates that the driver is probably concerned about tailgaters. So, someone who places a bumper sticker reading "Wheeeeeeee!" has a need for speed and probably shouldn't be driving behind the man or woman stating "Let go of my ears." Because of the plethora of bumper stickers on American highways it can be helpful to place them into a handful of meaningful divisions. Bumper sticker divisions can offer the driver who is stuck in traffic a fun mind game. Furthermore, bumper sticker divisions can lend insight into the personality, gender, culture, and lifestyle of the driver because. Regardless of whether the message is personal or political, the three most significant and meaningful bumper sticker divisions include humor, attitude, and importance.

Many if not most bumper stickers belong to the humorous division. The range of humorous slogans differs only in the type of humor used: silly, subtle, or sarcastic. For example, a sticker that reads "Grace Happens!" is subtly humorous. Even as it suggests a strong tie to Christian social, religious, and political values, the slogan also satirizes the less savory popular culture slang phrase, "S^&* happens." Some bumper stickers are just overtly funny and don't necessarily send a serious political or social message. For example, the bumper sticker "Caution -- Driver is Legally Blonde" evokes a chuckle because of its reference to the Reece Witherspoon movie, its reference to "dumb blonde" jokes, and its spoof of the more serious term "legally blind." The bumper sticker "Come to the Dark Side -- We Have Cookies" is another purely humorous slogan that has no deeper meaning.

Some humorous bumper stickers also indicate the driver's personal attitudes. For example, the slogan "I'm not opinionated, I'm just always right" is definitely sarcastic, but it better belongs in the attitude division because the driver is clearly saying something about his or her personality. In a similar vein, the sticker, "Yes, I'm evil but its part of my charm" shows the attitude of the driver. Both of these bumper stickers reveal much about the driver's personality. The sticker "Wheeeeee!" also shows that the driver enjoys going fast; his or her attitude is irreverent much like the individual who sardonically announces that being "evil" is charming. The opposite attitude toward driving is embodied by the bumper sticker "Let Go of My Ears," which suggests either that the driver dislikes tailgating or loud honks. Either way, the driver uses humor to convey his or her personal attitudes toward driving.

Finally, bumper stickers sometimes convey messages of general importance even if those messages are cloaked in humor or sarcasm. For example, the slogan "Trucker's Wife" draws attention to labor issues, lifestyle and gender, all issues of overall importance. The slogan "Evolution is Intelligent" is another example of bumper stickers of general importance. On the one hand, the driver acknowledges the theory of evolution but on the other hand he or she pays homage to the theory of intelligent design. Another example of bumper stickers that are generally important include those that are specifically written for political campaigns such as "Vote No on Prop 142" or "Bush/Cheney 2004." Similarly, the slogan "You're a Republican and that's Sad!" sends a strong political message. Bumper stickers that simply state "My child is an honors student" are also examples of a bumper sticker which has a message of general importance, one that is neither purely humorous nor attitudinal.