Preview

Jack Solomon Masters Of Desire Summary

Satisfactory Essays
Open Document
Open Document
288 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Jack Solomon Masters Of Desire Summary
“Masters of Desire”
Jack Solomon’s essay “Masters of Desire: The Culture of American Advertising” centers around the American advertisement and processes that are dominated in this sphere. The author says experts build their strategies on the duality of the American dream: “[it] has two faces: the one communally egalitarian and the other competitively elitist” (Solomon 167). When the advertisement is focused on the local market, it often tries to show the audience that it will be able to rise above the crowd with the aid of the mentioned product. Companies use other strategy of becoming close with the society on foreign markets. These choices changes depending on brands or periods of time. For example, the essay mentioned a beachhead in the
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Advertising at the Edge of the Apocalypse Summary
    • 780 Words
    • 4 Pages

    Advertising at the Edge of the Apocalypse Summary

    At first Jhally explains how industrial capitalism has revolutionized the world; he also notes how capitalism’s crowning achievement of innovation and the wealth of commodities. In contrast, Jhally also argues that capitalism is very dependent on consumer consumption and without them, capitalism would collapse into stagnation and depression. In order to keep the continual consumption of their products, businesses use advertising to persuade the masses and their marketing techniques can also be found almost anywhere in the U.S. With advertising messages on everything from food to bathrooms to sidewalks – nearly any surface or location – marketers have now been perturbed with making their messages stand out amongst the ever-increasing competition. In response, marketers are beginning to utilize the most influential forms of advertising, emotions and society.…

    • 780 Words
    • 4 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Summary Of Commodify Your Dissent
    • 234 Words
    • 1 Page

    Summary Of Commodify Your Dissent

    In “Commodify Your Dissent,” Thomas Frank implicates “Advertising teaches us not in the ways of puritanical self-denial (a bizarre notion on the face of it), but in orgiastic, never-ending self-fulfillment.” In these lines Frank denotes that the marketing and business industry no longer promote selflessness and conformity as it did in the 60’s. The goal is to promote and advertise a dissolute idea where people could never get enough and long for more whether it be with food, clothes, cars, electronics, etc. I agree with Frank’s assertions, society no longer conforms. New products, innovations, and changes in pop culture continue to unravel because people want to prove to society that they have it all. Commercials nowadays stimulate a “rock-n-roll”…

    • 234 Words
    • 1 Page
    Satisfactory Essays
    Read More
  • Powerful Essays

    Two Ways a Woman Can Get Hurt by Jean Kilbourne
    • 1589 Words
    • 46 Pages

    Two Ways a Woman Can Get Hurt by Jean Kilbourne

    For the longest time now, advertising has played a huge role in how we identify ourselves in the United States with the American culture, and how others identify themselves with all the cultures of the rest of the world as well. It guides us in making everyday decisions, such as what items we definitely need to invest our money on, how to dress in-vogue, and what mindset we should have to prosper the most. Although advertising does help make life easier for most, at the same time it has negative affects on the people of society as well. Advertisement discreetly manipulates the beliefs, morals, and values of our culture, and it does so in a way that most of the time we don’t even realize it’s happened. In order to reach our main goal of prospering as a nation, we need to become more aware of the damage that has already been caused by this advertising and prevent it from negatively affecting us even further.…

    • 1589 Words
    • 46 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    1950s Advertising
    • 2521 Words
    • 11 Pages

    1950s Advertising

    Most of us don’t realize how often we really are influenced by advertising or marketing. We wake up, turn the television on, and begin our day. But how would life be if we didn’t have constant commercials or ads blaring at us day in and day out? What if we took it all away from the beginning? Advertising, as a means of production, is used to “announce or praise in some public medium of communication in order to induce people to buy or use it.” However, what is it really used for? We have always been a dignified nation, establishing ourselves as one of the top leaders. But as we grew in strength, our image rapidly changed. The United States has always been a desired place by many; but what made that so? Was it because our Presidents and government were the best? Or was it the land that glorified the nations look? No matter when, the United State has done it’s part to make the nation look great. But why has our image always been so important? I believe it fair to say that advertising is the main culprit. While its intention to create an immediate desired reaction on the consumer was qualified at the beginning, it has evolved into identifying the underlying differences of should and should not. The ethics have been stretched and pulled, just so advertisers could target people properly, by creating an image of “lesser than” unless their product was consumed. The nation as a whole has always remained strong, however individual images have been altered. Despite the glorifying and prosperous look of the nation during the 1920’s, 1930’s, and 1940’s, advertising poorly influenced the nation because it created very materialistic lifestyles, it forced people to buy what they did not need, and it lured people into having false hopes.…

    • 2521 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Good Essays

    Examples Of Patriotism In Miss Me
    • 499 Words
    • 2 Pages

    Examples Of Patriotism In Miss Me

    Miss Me’s advertisement caters to both of these beliefs. It accommodates the idea that all people are equal, but it also satisfies the wants of Americans to be distinct and apart. It utilizes the strategy of transferring positive feelings of patriotism to their products, and the ad also utilizes the strategy of making the buyer feel superior to sell their products. The deeper meaning of the American dream allows this ad to fit both ideas into one. Miss Me exploits the American dream to boost the company's own…

    • 499 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    American Dollar Don't Grow On Trees
    • 1291 Words
    • 6 Pages

    American Dollar Don't Grow On Trees

    Furthermore, marketers are reaching out to groups of how certain products tie into their lifestyles. Also, advertising practitioners see racial and ethnic lines etc., as “lifestyles.” The way they targeted and mass marketed in the U.S. media breaks down the nation. Programming services that was created by their formats intentions were to attract the right audience to the point that they will draw advertisers (296). The media is on a haunt for their viewers. They will chase away the unrelated viewers as they draw the pleasing related viewers (296).…

    • 1291 Words
    • 6 Pages
    Good Essays
    Read More
  • Better Essays

    “the Steady Uprising of Advertisement”
    • 1230 Words
    • 5 Pages

    “the Steady Uprising of Advertisement”

    In today’s society there are a plethora of ideas about advertisement. What would it take to meet societies want’s with the increase in advertising of new technology? In regards to four articles: “What’s Changed” by , Jane Hammerslough, “Urban Warfare” by, Kate MacArthur & Hilary Chura, “The Age of Reason” by, Kenneth Hein, “The Buzz on Buzz” by, Renee Dye. These four authors describe the many different angles that can be approached by advertisement. They have also shown some great aspects of the new uprising development of advertising technology in modern American society.…

    • 1230 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    What Are The Dramatic Social Changes In The 1920's
    • 657 Words
    • 3 Pages

    What Are The Dramatic Social Changes In The 1920's

    The Great War had ended, leaving Europe in ruins but America had been spared physically from the damage the war had caused allowing America’s economy to boom like never-before. Between 1923 and 1929 the average income rose 11 percent. This new prosperity gave way to new luxuries like radios, affordable cars, refrigerators, and electric lights. Consumer culture boomed due in part to new styles to advertisers use to advertise their products. Ads became more colorful and persuasive and appealed to people’s emotions. Gone were the days of plainly stating the product, now ads promised fun and freedom. A common phrase in the business was “Sell them their dreams.”…

    • 657 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    What Role Did Advertising Play In Transforming America Into A Consumer Society
    • 557 Words
    • 3 Pages

    What Role Did Advertising Play In Transforming America Into A Consumer Society

    Advertising has become the economic glue that holds most media industries together. The trick with advertising transforming America into a consumer society has to do somewhat with the psychological aspect. In advertising the “slogan” was developed as a phrase that attempted to sell a product by capturing its essence in words and making the product seem pleasant and helpful. Many times people will buy a product because the packaging and branding catches their eye by the colors or slogans on commercial. After they use the product if it has a good quality they will end up keep buying it and when they see the system of branding they will buy other goods made from that…

    • 557 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Jack Solomon
    • 629 Words
    • 3 Pages

    Jack Solomon

    Now in the twenty first century, there are many advertisers trying to get you to buy their product. They use a variety of ways to show us how good the product is. Some of those ways are marketing through different social media websites, billboards, television, and magazines. There are some people who may not care as much about all of the benefits of the products offered but only care about the current fashion trend or the latest technology devise. The advertisers try to capture our attention on the product that we want to buy and some of them try to get different classes of people to buy their product. Therefore, the contradiction between populism and elitism is still apparent in American advertising and media because many consumers still depend on the image not the significance of the product. Many people fear not fitting in if they don’t follow the current fashion trend. Most Americans have the desire to have the best of the best of things such as social success, materialistic possessions, and wealth.…

    • 629 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Pluralistic Family Structure
    • 485 Words
    • 2 Pages

    Pluralistic Family Structure

    The Oswald article suggests that advertising is changing and evolving to reflect a variety of different family structures, and individualized needs. However, the Oswald article doesn’t address issues and disparities between classes as the Paulson and O’guinn article does. Their focus is on the political nature of advertising and the social class structure favoring the wealthy.…

    • 485 Words
    • 2 Pages
    Good Essays
    Read More
  • Better Essays

    Illuminating the Illusion
    • 1145 Words
    • 5 Pages

    Illuminating the Illusion

    Jay Chiat, and expert in the advertising field, looked at advertising differently than those in the advertising business today. He launched the Energizer Bunny and Apple commercials. Not only that, he started a new age of advertising during the Super Bowl. Chiat was an amazing advertiser; however, he reached a point in 1997 where he desired to leave the marketing industry. He no longer agreed with the ideals of the advertising world. In Chiat’s essay, “Illusions are Forever,” he uncovers the true ideals of the marketing industry. His essay discusses how the lies in advertising “lie in the situations, values, beliefs, and cultural norms used to sell a message.”(212) Through this essay, Chiat uses strong, vivacious words to create an image of the true face of advertising. In the same manner, he includes examples and descriptions that embellish that image and grab the attention of the reader. Amidst all of this, Chiat composes his essay in a manner that allows for a clear, insightful message to come across. Chiat is indeed bitter of advertising, but that does not affect his message. He remains conversational throughout the course of the essay. The technique that Chiat uses throughout his writing is superb, and he does an excellent job of getting his message across.…

    • 1145 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    The American Paradox
    • 1049 Words
    • 5 Pages

    The American Paradox

    The American dream glamorizes the fantasy of equality where each American citizen experience the characteristics associated with the American culture. In other words, it is every American right to pursue and obtain the great offers of this country such as the white picket fence, the sport cars and the beautiful house. While Americans idolizes the concept of equality, they are secretly striving to become greater than the rest of the population. The American dream represents the desire to achieve the highest level of social hierarchy that no other ordinary citizen can accomplish. Advertisers use this American dream paradox as an advantage; advertisements are created to manipulate the satisfaction encouraged by the American dream. That is, advertisers exploit the desires of social success and the material rewards that come along with it (Solomon, 410). On the contrary, advertisements focus on a larger scale of audience must attract them in a different manner. The American population is in a constant search for identification; therefore, the advertisements are “according transforms products into signs of belonging, utilizing such common icon” (Solomon 412). Most importantly, the goal of these commercials is to project the great American culture in which every American citizen can identify with.…

    • 1049 Words
    • 5 Pages
    Good Essays
    Read More
  • Good Essays

    Research Paper
    • 1077 Words
    • 5 Pages

    Research Paper

    Just like all the ads around us, it seems as if we are beat over the head with the idea that success comes from distinction. Time and time again, we all hear this notion that if you want to “break though” the clutter, you have to be different. It’s easier said than done with billions of ads around us. So, where did this all start? We have learned about the days when people would paint their street signs in hopes to be the best barber shop in town. Well of course, with little competition meant great business. Unfortunately, we have grown to live in a world full of competition, for jobs, more money, better education, etc. Now take a step back, the people behind selling you all these things are competing for your attention too. Who is the going to sell you the best education, the best food, where is the best place to get a great job? It’s an all around circle of who can get whose attention. In light of all this information we deal with day in and day out, James B. Twitchell has taken us back to the roots of where our advertising comes from. There were groundbreaking advertisements that opened the door to evolution and change. In his book, “20 Ads that Shook the World”, we are taken through this history and story of our past. Everyone thinks advertising is just the cousin to the creepy used car’s salesman, but there is a rich culture behind what we do that no one knows about! It’s not just people sitting in conference room thinking about how to get your money, ok, well maybe it is, but it’s not what society makes it out to be. Their ignorance comes from a lack of education. Twitchell’s 20 ads are a plethora of information and as he retells the deep history rooted back to the “good old days”, he tells this story in hopes of enlightening those with a preconceived notion.…

    • 1077 Words
    • 5 Pages
    Good Essays
    Read More
  • Powerful Essays

    Stereotypes Of Women
    • 1886 Words
    • 8 Pages

    Stereotypes Of Women

    According to the Social and Cultural Effects of Advertising, "Advertising does contribute something by reconstituting meaning, rather than merely reflecting it. The devoured cultural contents retain their affectivity, but are stripped of their context and are "sold back" to the consumer as a new cultural system -- with new, commercial values replacing the original noncommercial values. For example, women are commodified to sell almost everything: cars, perfumes, etc. Their bodies, sexuality and mystique are traded. Today's mass advertising has less to do with products than with lifestyle and image, not reason but romance.…

    • 1886 Words
    • 8 Pages
    Powerful Essays
    Read More

Related Topics