One of the issues that I found compelling due to all its contradictions is the so-called "cosmopolitanism" as an identity mark of the advertising men (as it is highlighted by "Apostles of Modernity" and "Sold American", too). How was possible to build up this self-perception in a profession that happened in a desk, from 8 am to 5 pm? How much cosmopolitan was this? To me, this is also part of what McGovern points out on the distinction as a key force that plays a role both in advertising men and advertising as an industry itself. This operation -being cosmopolitan, being distinguished from the mass, being the Opposite to the others- defines the world in which the ad men and the Other (women, children, blacks, immigrants, workers, and so on, they were undistinguishable) lived -and still …show more content…
Indeed, despite the fact that many brands mentioned are well-known only at an American level, there are many with not only deep roots in American history but tied relationship abroad, at least in Latin American experience: Coca-cola, Ford, AT&T, Kellogs, Van Camps, Proctor&Gamble, just to mention a few, have also shaped Latin American daily, economical, and political lives. So, I see these brands that contributed to forged a national and cultural identity in the US but also they are linked to cultural and popular Latin American culture. Therefore, I wonder if this double movement (casting national identity as well international one) can give us new insights to what McGovern argues (for example, as the US as an international, cultural, popular force that operates beyond its own boundaries. And doing so, helped to expand the capital and the production of goods and services. That is, if they own geographical boundaries weren't enough to consume the entire national production, the capital goes away in order to found new consumers, new markets, and new ways to shape
Advertising is form of communicating and using methods into getting the buyers to purchase a product. Cosmopolitan has done a good job in determining what readers and listeners want and need. Cosmopolitan is a magazine directed toward young people who have low self- confidence and low self-esteem and also who care about health and appearance. As Fowles said, “By giving form to people’s deep-lying desires and picturing states of being that individuals privately yearn for.” (Fowles, 137). All advertisers know who and what readers wish or long for.
According to Steve Craig in Signs of Life in the USA, the economic structure of the television industry has a direct effect on the placement and content of all television programs and commercials. Craig is a professor in the department of radio, television, and film at the University of North Texas, Craig has written widely on television, radio history, and gender and media. His most recent book is Out of the Dark: A History of Radio and Rural America (2009). Craig talks about the analysis of four different television commercial, showing how advertisers carefully craft their ads to appeal, respectively, to male and female consumers. The gendered patterns in advertising that Craig outlines in his essay still exist today, in commercials of how a men and women are portrayed.
“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
This essay is a perfect example of the importance of a thorough introduction to provide the reader with a concise synopsis of what the paper intends to covers. Had Gladwell excelled in both areas he neglected, this would be an extremely interesting, thought-provoking look into the world of advertising. Works Cited Gladwell, M. (1997). The New Yorker. Listening to Khakis.
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. ]
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
The Ad and the Ego depicts how the market economy has metastasized until today commercialism
A world without the Big Mac, Happy Meals, Chicken McNuggets, and the phrase “I’m lovin’ it,” is almost inconceivable. People around the globe have become accustomed to the high gleaming golden arches that make up the famous emblem for McDonald’s. McDonald’s has grasped the concept that culture flows from power. In this case, the American culture flows through the veins of this fast-food giant and the more that is supplied, the greater the demand. It is no secret that McDonald’s has become one of the world’s largest fast-food retailers. It has become a well known icon that has played a huge part in globalization, with chains located in many different countries… transforming the meaning of fast-food all around the world.
During the 19th and 20th century, America –mostly white collar, middle class Americans- saw a great increase in salaries and a huge rise in mass production which paved the way for the modern American consumerism which we know today. The advertising scene saw a dramatic boost during that period and tried to latch on to this growing pool of emerging consumers. Although only limited to print, advertising during this pivotal period showed panache and reflected American society
McFall, E. (2004). Advertising: A Cultural Economy, London: Sage, Page 3, Page 110, Page 111
When looking at normative theories of politics, the main distinction is between cosmopolitanism and communitarianism. In this essay the term community shall refer to political communities, or more specifically, states. It is important to note that these political communities have been defined territorially, and not necessarily by culture, although this is taken for granted to an extent by communitarianism. Communitarians say that each community is different, and therefore should act accordingly with each other. In other words, state autonomy should be absolute and law and moral standards should be self-determined by the community itself alone. Furthermore, communities should have no obligations to other political communities or any sort of international law. Contrastingly, Cosmopolitans say that there should be an overriding universal moral standard to which all states (or communities) should adhere. If a state is infringing on the rights of the individual or humanity, then intervention is appropriate and just. (Steve Smith, The Globalisation of World Politics: An Introduction to International Relations p. 173A)
Goodrum, Charles and Dalrymple, Helen, Advertising in America: The First 200 Years. (New York: Harry N. Abrams, Inc., Publishers, 1990). 37.
Globalisation can take on many different shapes and forms in its free flow of goods and services across national borders. Cultural globalisation is one of those forms. Capcioglu (2008) refers to cultural globalisation as a “Global circulation of information, signs and symbols on a global scale and the reactions shown to the various socio-cultural transformations as a result of these conflicts.” Ritzer and Barber (1996) first coined cultural globalisation as ‘Americanisation’ and ‘McDonaldisation’, referring to the spread of western culture from the United States across the globe. The American image was beamed around the globe in the 1950’s and 1960’s through Disney cartoons, music videos, television programs, Hollywood movies and products such as McDonalds and Coca Cola. The global appeal of these goods and services was centred on the fact that America is seen as the place of modernity around the world. It is a culture that is rich, powerful and exciting and thus captures global appeal.
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:
Vignali, C. (2001). McDonald’s: “think global, act local”--the marketing mix. British Food Journal, 103(2), pp.97--111.