Many of today’s advertisements in America are trying to sell power to the consumers. With the goal to make profit and have consumers fall in love with products and services, advertisers make sure that they can persuade buyers to purchase their products. Numerous advertisements emphasize the importance of aristocracy and upper social class in their advertisements to stress the necessity of power to stand above the high social standards rather than the luxury of power that does not push many to have. In an advertisement by Audi, it creates a sense of power and superiority with the elegant model, the Boston Terrier dog, the clean and structured architecture, and the noticeable Audi Q7 vehicle. The ad’s campaign also represents an American craving
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In Jack Solomon’s “Masters of Desire: The Culture of American Advertising”, Solomon talks about the American Dream being an American paradox in American’s culture. Solomon describes the American Dream with “two faces: the one communally egalitarian and the other competitively elitist. This contradiction is not accident; it is fundamental to the structure of American society. Even as America’s great myth of equality celebrates the virtues of mom, apple pie, and the girl or boy next door, it also lures us to achieve social distinction, to rise above the crowd and bask alone in the glory” (Solomon 167). With Americans, populism means sharing the wealth amongst everyone and not being above everyone, but elitism means that people desire to be the most powerful and successful compared to the rest. The reason why these two fit along with the American dream and why they are a paradox is because everyone wants to share the wealth, but at the same time everyone wants to be better than the rest of the Americans. The Audi campaign utilizes images of both populism and …show more content…
The model is shown wearing all white: shoes, purse, dress, coat, and glasses. Usually when people wear white they represent perfection. Nothing seems out of place with her, since even her hair is intact. It would seem as if her belongings gave her confidence, but the Audi Q7 proves otherwise. She looks at the Audi Q7 because she knows that it is more powerful than anything she has ever seen before. She is probably taking a good look at the car to know that that is the car she wants to purchase. There are different types of consumers, and the model happens to be the actualizer. In the article, “What We Are to Advertiser”, James B. Twitchell describes actualizers as them being “at the top of the pyramid” and already having luxurious items or already planning on buying luxurious items (Twitchell 179). It is interesting because although actualizers are a type of consumers; they do not share a concern or care about advertisers because they do not need them to make purchases because they are well educated, well-traveled, and have acquired tastes and standards and are probably more informed than the ad
In Jack Solomon’s “Masters of Desire: The Culture of American Advertising”, Solomon talks about the American Dream being an American paradox in American’s culture. Solomon describes the American Dream with “two faces: the one communally egalitarian and the other competitively elitist. This contradiction is not accident; it is fundamental to the structure of American society. Even as America’s great myth of equality celebrates the virtues of mom, apple pie, and the girl or boy next door, it also lures us to achieve social distinction, to rise above the crowd and bask alone in the glory” (Solomon 167). With Americans, populism means sharing the wealth amongst everyone and not being above everyone, but elitism means that people desire to be the most powerful and successful compared to the rest. The reason why these two fit along with the American dream and why they are a paradox is because everyone wants to share the wealth, but at the same time everyone wants to be better than the rest of the Americans. The Audi campaign utilizes images of both populism and …show more content…
The model is shown wearing all white: shoes, purse, dress, coat, and glasses. Usually when people wear white they represent perfection. Nothing seems out of place with her, since even her hair is intact. It would seem as if her belongings gave her confidence, but the Audi Q7 proves otherwise. She looks at the Audi Q7 because she knows that it is more powerful than anything she has ever seen before. She is probably taking a good look at the car to know that that is the car she wants to purchase. There are different types of consumers, and the model happens to be the actualizer. In the article, “What We Are to Advertiser”, James B. Twitchell describes actualizers as them being “at the top of the pyramid” and already having luxurious items or already planning on buying luxurious items (Twitchell 179). It is interesting because although actualizers are a type of consumers; they do not share a concern or care about advertisers because they do not need them to make purchases because they are well educated, well-traveled, and have acquired tastes and standards and are probably more informed than the ad