The Parable Of The Democracy Of Goods By Roland Marchand

Summary of “The Parable of the Democracy of Goods” In “The Parable of the Democracy of Goods,” Roland Marchand explains how lower class consumers are reeled in by clever advertising to buy products that even the social elite use. He further explains the two strategies which advertisers use to get consumers to part with their hard earned dollar. The first being the Democracy of Goods and the second being the Democracy of Afflictions.
The former of the two, the Democracy of Goods as Marchand explains, is when modern technology allows for the majority of people to obtain the ‘pleasure, convenience, or benefit’ of society. One example he gives from the Saturday Evening Post is about how the masses can become like the monarchy is by purchasing