Masters Of Desire

Summary & Response

In know of Desire: The elaboration of American Advertising, sea dog Solomon studies and analyzes advertisements in order to essay that advertisers and big companies make use of what they know about the partnership and culture in order to manipulate us into get a new product or using a service. According to the text, while we may believe in par and equal chance, we to a fault find that we desire rising to a higher place the crowd, in which we compete for privilege and distinction. This is where the American paradox lies. Furthermore in the article, The contradiction is between the synchronal desire for social superiority (elitism) and social equality (populism) that lies at the heart of the American Dream. Simply put: the American Dream has two faces, meaning with this two faced American Dream in mind, advertisers make their plan. Using powerful language, Jack Solomon stresses that advertisers do not persuade us, but they manipulate us into buying what theyre offering.



They dont offer us product information, but they influence behavior modification : Pleasing to our sub cognizant emotions, rather than our conscious intelligences, ads are designed to exploit the discontentments by the American dream, and also the constant desire for social success and the material rewards that cooccur with it page 530. Advertisements say a lot about distinguishable people and what ideas are important at the time. In America, corporation is obsessed with status. Therefore, status symbols are very important. Companies worldwide reconcile status symbols because American consumers want them. In the summary of Masters of Desire, a Cadillac example was used as a status symbol. It was explained how the Cadillac fell behind in the European mart for prestige railroad cars but when they came out with advertisements for a new car called the Allante, they priced it as a top of the line Mercedes Benz automobile from Europe. Mercedes Benz was cognize for its luxury cars really well since the...If you want to get a full essay, order it on our website: Ordercustompaper.com



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