Audi Aicon Campaign Uses Multiple Intelligences

German car company Audi has unveiled the Aicon, an electric self-driving car, and a recent advertising campaign for the model uses Howard Gardner’s theory of multiple intelligences to highlight the vehicle’s various features.

For example, the electric motor is highlighted as evidence of the car’s naturalist intelligence, which its autonomous driving capabilities are cited as mathematical intelligence.

Gardner comments on this development below:

My friend, Tom Hoerr, a leading authority on the theory of multiple intelligences, brought this advertisement to my attention. When I developed the concept of MI, I never anticipated how much mileage (!) others might get out of the idea. As I quipped to my children, they may get a kick out of this, but not a kickback—the idea of multiple intelligences has always been in the public domain.

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