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Masters of the culture of american advertising
Advertisement in consumer culture
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With regards to, the article , by Jack Solomon"Masters of Desire: The Culture of American Advertising" , Jack Solomon educates the reader about American advertisements. As he states, "The American myth of equality is nowhere written so clearly as in the signs that American advertisers use to manipulate us into buying their wares. "Manipulate" is the word here, not "persuade"; for advertising campaigns are not sources of product information, they are exercises in behavior modification." How marketers use ads to manipulate the audience into purchasing products, in order to appear extraordinary compared to ordinary citizens. Due to the fact, that "The American dream,in other words, has two faces: the one communally egalitarian and the other
In “On Reading a Video Text,” Robert Scholes discusses the idea of cultural reinforcement within television commercials. Scholes claims that television commercials remind viewers of their social whereabouts and displays their association with society. Commercials are played year around and people have the chance to view and form their own values and beliefs based on what they see. For instance, Scholes blatantly describes to his audience that the Budweiser commercial from the 80s focuses on more than just advertising their product; they try selling a message. Two and a half decades later Budweiser is at it again. In a recent Super Bowl commercial they focus in on a similar aspect, the American Dream. Only this time it is a little more
Evidently, these two guys know how to sell something. When I see an advertisement, I see them like Solomon and Charles did. They are like businessmen trying to sell a product. The advertisements aren't just selling a product to Americans, but rather the advertisements are directed towards a targeted market. For example; a commercial that wants to sell a regular beer will show normal guys hanging out. They could be at a bar, fishing, or having a picnic. The people will be having a fun time. The targeted market would be mostly men because in the commercials it's mostly men with the exception of a beautiful woman here and there.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
“The Persuaders” by Frontline is about how advertising has affected Americans. It starts out by stating the problem of attaining and keeping the attention of potential customers. Balancing the rational and emotional side of an advertisement is a battle that all advertisers have trouble with. Human history has now gone past the information age and transcended into the idea age. People now look for an emotional connection with what they are affiliated with. The purpose of an emotional connection is to help create a social identity, a kind of cult like aroma. Because of this realization, companies have figured out that break through ideas are more important than anything else now. But there are only so many big
Men and women both drive cars, it’s a simple necessity to be able go to work for most people, however, from the commercials on television, one would assume that men are the primary purchasers of cars. In Steve Craig’s essay, Men’s Men and Women’s Women, he analyzes four commercials to illustrate how advertisers strategically targets the viewers. Craig argues that advertisers will grasp the attention of the viewer by the gender ideals that both men and women have of each other. Not only do advertisers pick a target audience demographic, but they also will target the audience at specific time to air their commercials. By analyzing an Audi and Bud Light commercial, one can see that Craig arguments are true to an extent but it appears that commercials have gone from an idealized world to a more realistic and relatable stance. for are still [true, however it seems that commercials may have altered to appear more realistic.] [relevant to an extent. This is to say, it appears that advertisers may have altered their commercial tactics. ]
Gossip Girl is an American teen drama set in New York Upper East Side and tells the story of privileged upper class young adults, as they battle sex, drugs, alcohol, relationships and betrayal. Narrated by an infamous incognito, who blogs the lives and drama of Manhattans elite.
Americans have long since depended on a falsified ideology of idealized life referred to as the American dream. The construct of this dream has become more elusive with the emergence of popular cultural advertisements that sell items promoting a highly gendered goal of achieving perfection. In “Masters of Desire: The Culture of American Advertising,” Jack Solomon states that ads are creating a “symbolic association between their products and what is most coveted by the consumer” to draw on the consumer’s desire to outwardly express high social standing (544). The American dream has sold the idea of equality between genders, races, and socioeconomic backgrounds, but advertisements have manipulated this concept entirely through representations
American’s and people in general are an audience targeted for various commodities, advertising being a major contributor. The world of advertising has become a multiplex science, as mentioned in “What We Are to advertisers,” Twitchell divides consumers into 8 categories and Craig, in “Men’s Men and Women’s Women,” concludes there are specific times of day for advertisements to be displayed to reach specific audiences. “Mass production means mass marketing, and mass marketing means the creation of mass stereotypes,” claims Twitchell. These stereotypes of men, women, and humans in general are how advertiser’s reach their targeted audiences.
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
“What We are to Advertisers” by James B. Twitchell is a short article that emphasize how advertisement attracts audience magically. From the quote, “ Mass production means mass marketing, and mass marketing means the creation of mass stereotypes” James points out of how the world appear to be. The advertisers seems to be psychologically abuse to the public for them to be successful in their industry. Base on the way the society act, dress and thinks, we fantasize something ridiculous and only our imagination can only make it close to a reality. With that in mind, the industry of advertisements will immediately think of a way to try and sell their product to us.
Common sense seems to dictate that commercials just advertise products. But in reality, advertising is a multi-headed beast that targets specific genders, races, ages, etc. In “Men’s Men & Women’s Women”, author Steve Craig focuses on one head of the beast: gender. Craig suggests that, “Advertisers . . . portray different images to men and women in order to exploit the different deep seated motivations and anxieties connected to gender identity.” In other words, advertisers manipulate consumers’ fantasies to sell their product. In this essay, I will be analyzing four different commercials that focuses on appealing to specific genders.
Students will never look at an ad the same way again after screening The Ad and the Ego, the first
Nowadays, it is a consumption society which contains both homogeneity and diversity. As one of the biggest contributor of customer culture changes, advertising is an essential and inevitable element in our daily life which could be visible anywhere and experienced different stages. Early advertisements are generally seemed as “simple, crude and naïve”, while the contemporary advertisements are “persuasive, subtle and intelligent” (McFALL, 2004:3). The early advertise agency just bought some space in media and sold to customers. As the development of advertisement, art design and unique idea were added into advertising, and then it formed advertisement industry. Advertisement industry “adjusted its marketing practices to the novel situation created by consumer culture”. (McFALL, 2004:110) Advertisement is not only an assistor to the increase of consumption economy, but also a contributor to customer culture development. “The contemporary advertising agency did emerge as the result of historical circumstances”. (McFALL, 2004:111) The advertisement industries have more significant impact on marketing and customer which could be interacted with customer’s consumption attitude, value and belief. However, “culture can function like a nature” (Cronin, 2000:145). A slogan called “I shop therefore I am” which came from Barbara Kruger was famous in recent years. She argues that every purchasing behavior could be seemed as a reflection of customer’s aesthetic attitude, consumption taste and buying habit (I Shop, therefore I Am, 2000). In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m...
Women – beautiful, strong matriarchal forces that drive and define a portion of the society in which we live – are poised and confident individuals who embody the essence of determination, ambition, beauty, and character. Incomprehensible and extraordinary, women are persons who possess an immense amount of depth, culture, and sophistication. Society’s incapability of understanding the frame of mind and diversity that exists within the female population has created a need to condemn the method in which women think and feel, therefore causing the rise of “male-over-female” domination – sexism. Sexism is society’s most common form of discrimination; the need to have gender based separation reveals our culture’s reluctance to embrace new ideas, people, and concepts. This is common in various aspects of human life – jobs, households, sports, and the most widespread – the media. In the media, sexism is revealed through the various submissive, sometimes foolish, and powerless roles played by female models; because of these roles women have become overlooked, ignored, disregarded – easy to look at, but so hard to see.
Curry and Clarke’s article believe in a strategy called “visual literacy” which develops women and men’s roles in advertisements (1983: 365). Advertisements are considered a part of mass media and communications, which influence an audience and impact society as a whole. Audiences quickly begin to rely on messages sent through advertisements and can create ideologies of women and men. These messages not only are extremely persuasive, but they additionally are effective in product consumption in the media (Curry and Clarke 1983: