Alexis De Tocqueville once said, “Amongst democratic nations, men easily attain a certain equality of condition; but they can never attain as much as they desire.” In “Masters of Desire: The Culture of American Advertising,” Jack Solomon, an English Professor at the University of California Los Angeles, argues that the power of advertising in the United States is closely connected to our myths and values, in particular, the American Dream, and the fears and hopes those myths provoke. Solomon states that while we may believe in equal opportunity, we also desire "rising above the crowd," in which we challenge "privilege and distinction." This is where the American Paradox lies. With that being said, I agree with Solomon’s claim that “advertising campaigns are not sources of project information; they are exercises in behavior modification” due to the manipulation and social acceptance brought on by American advertising. …show more content…
This “status of our hopes, fears, desires, and beliefs” becomes progressively significant to define the American Dream as a universal concept. Solomon argues in opposition of the universality of the Dream, describing “this swing between elitist and populist approaches in advertising” as a reflection of “a basic division within the American Dream itself, a mythic promise that at once celebrates democratic equality and encourages you to rise above the crowd, to be better
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.
In the United States there is an idea many pursue called the American dream, which differs from person to person. The American dream according to americanradioworks.publicradio.org is “a revolutionary notion: each person has the right to pursue happiness, and the freedom to strive for a better life through hard work and fair ambition”. Yet it has been said there is no real definition of American dream, instead it merely proves that it has an unconscious influence in American mentality (Ştiuliuc 1). The American dream is different for each person because everyone yearns for things that will they hope will in return make them happy. Whatever that may be, each person goes through different struggles to obtain what they want. According to Frederic Carpenter, the American dream “has never been defined exactly, and probably never can be. It is both too various and too vague” (3). The Madonnas of Echo Park by Brando Skyhorse depicts the different interpretations on what the American dream actually is through the opinions and actions of Hector Esperanza, Efren Mendoza and Mrs. Calhoun.
The philosophy of the American Dream has been with Americans for centurie; James Truslow Adams says that, regardless of social class, "life should be better and richer and fuller for everyone, with opportunity for each according to ability or achievement” (Adams). Although this vision has never fully encompassed the entirety of America, it has been generally a positive ambition that all Americans should look past their circumstances and rely on only themselves to succeed at life. However, American capitalism and Marxist ideas have contradicted the traditional dream. Materialism is a simple concept, but its definition has been skewed over time. At ...
In Creating America, Joyce Moser and Ann Watters say, “Perhaps the closest we can come is to say that the American dream represents both what Americans believe themselves entitled to and what they believed themselves capable of. In other words, it is the promise inherited in the idea of America itself.” Here Moser and Watters say there is no clear definition of an “American Dream”, but their interpretation could be the closest there is to one. We feel ourselves entitled to things like life of prosperity. We also measure what we have with how much we are capable of achieving. Moser’s and Watters article relates to the secondary texts in the form of Expectation vs Reality. The following texts will have their own personal way they fit into the
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
... shining, his golden opportunity…the right to live, to work, to be himself, and to become whatever thing his manhood and his vision can combine to make him…”(qtd.in The American Dream). A person who “manages” to achieve his or her version of the American Dream is often said to be “living the dream”. However this concept has been subjected to great criticism because some people that the social structure of the U.S. prevents such an idealistic goal for everyone. May critics often allude to various examples of inequality rooted in class, race, ethnicity, and religion, which suggests that the American Dream is not attainable to everyone. The principles of the American Dream are too idealistic. Everyone has dreams and goals, but the American Dream is one that is infinite and endless. It is very difficult to live the dream when so much of it is obscured by the government.
In 1931 when the American Dream arose, Americans believed that the harder one worked, the more one would prosper (Meacham, 2012). In other words, they strongly believed that the American Dream was gaining a better, richer, happier life. Today, the American Dream is still hoping to earn a college degree, get a good job, buy a house, and start a family, but according to MetLife’s fifth annual survey, 41% of the respondents said it was about personal fulfillment, while most American’s say it is out of reach for many (White, ...
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.
In Solomon’s words, “American dream encourages the desire to ‘arrive,’ to vault above the mass, it also fosters a desire to be popular, to ‘belong’.” (169) Advertiser whose “ads are aimed at a broader market” (169) are utilizing such kind of human mentality. For instance, Nike is a famous clothes brand to almost everybody. In its advertisement, there are always people in different genders, races and ages wearing Nike’s products running on streets, on riversides or in parks. Through its advertisement, Nike is trying to convey consumers that everyone is using Nike’s products, and you should be one of them. People want to fit in as part of most people, so they buy Nike’s products. Nike’s advertised products make people belong to it. If I were going to buy a new pair of shorts for running, I would consider of buying a pair of Nike shorts because it seems that so many people wear Nike shorts and I want to keep the same with them. People buy those advertised products to increase their senses of belonging, but they are losing their individuality at the same time. Despite many advertised products could decrease the individuality, some of them indeed make people more of
People who work hard enough become successful and build a good life for themselves and their family. Millions of Americans and others who admire America have believed this for generations. However, is this still true? Brandon King debates his interpretation of the American Dream in his published work, “The American Dream: Dead, Alive, or on Hold?” During his essay, the speaker highlights how important the American Dream is to the economy and providing a distance from inequality. The speaker emphasizes his belief that the American Dream is still alive within America and that people must work hard to achieve it. When discussing the American Dream, King will agree that the idea is alive and thriving in the minds of Americans; yet, I argue that the idea is on hold within American society due to lack of upward social independence and economic mobility.
First off, advertisements aim to deceive United States inhabitants into thinking that they can move up the social stratification. Jack Solomon, a semiotician depicts, “Americans, dream of rising above the crowd, of attaining a social summit beyond the reach of ordinary citizens. And therein lies the paradox” (Solomon 402). This connotes that, without inequality there is no such thing as being at the top in terms of social status. Advertisements create the falsehood that in America anyone can make their dreams as far as owning luxurious goods to be considered part of the upper class, a reality. The Chevrolet advertisement printed in red, white, and blue ink with the word “HOPE” printed under the image of
With America actually being seen as the land of assurance, the American dream is usually associated with the freedom and opportunity of gaining prosperity, recognition, power, triumph, and contentment. On the surface, this dream appears virtually delighted, offering individuals the exceptional hope of accomplishing success despite of one’s race, religion, or family history. The American Dream is accurately what it seems to be the chance of perfect lying nearby the corner. However, the actual nature of this dream prohibit the pleasure of the victory one has earned, as the desire is always demanding one to work a slight harder and gain a slightly more.
Cullen, Jim. The American Dream: A Short History of an Idea that Shaped a Nation. New York: Oxford, 2003. Print.
The American Dream is the idea that through hard-work and determination, no matter one’s background, one can achieve success and prosperity. The American Dream is what so many come to America to pursue. However, is the American Dream a product of our own illusion, or does it still function in our society today? After analyzing the play, Death of a Salesman by Arthur Miller, and the biography, Steve Jobs, by Walter Isaacson, it is revealed that the American Dream which holds the ideals of upwards socioeconomic mobility no longer exists but insteads functions as the American Delusion.