Analysis Of Master Of Desire: The Culture Of American Advertising

A chance to re-establish oneself, an opportunity to earn one’s fair share of wealth, a vision waiting to be created into a reality: The original American dream. Over time these myths surrounding the American dream have altered due to constantly evolving cultures within the United States resulting in newer cultures that are less concerned with one’s “fair share” and more with pure gain. Sadly, today the American dream more closely represents one’s ability to attain materialistic items rather then its previous connotation of equal opportunities for everyone. One example of contemporary use of the American dream includes advertisers incorporating a sense of national entitlement into their sales campaigns in hopes

America still to this day holds on to the idea of the “American Dream”. This is rather surprising in today’s society and the ups and downs that the nation is facing. The dream in the past was more about freedom and equality. Moving through the decades, this dream has morphed into something quite different. Instead of what America means for all of its inhabitants, the nation has become more individualized. Society has moved to interpret the dream of what America can do for the one. Instead of the unified nation, America has been known for in the past, a shift has started creating an inconsistency in who can realize the dream. The myth of the “American Dream” has been hugely affected by increased materialism, the gap in economic status, and the fantasy of “rags to riches” idea.

In our society today a business is not a business without an advertisement. These advertisements advertise what American’s want and desire in their lives. According to Jack Solomon in his essay, “Master’s of Desire: The Culture of American Advertising,” Jack Solomon claims: “Because ours is a highly diverse, pluralistic society, various advertisements may say different things depending on their intended audiences, but in every case they say something about America, about the status of our hopes, fears, desires, and beliefs”(Solomon). Advertisers continue to promote the American dream of what a women’s body should look like. They advertise their products in hopes for consumers to buy them, so they can look like the models pictures in the ads. Behind these ads, advertisers tend to picture flawless unrealistic woman with the help of Photoshop. In our society today to look like a model is an American dream and can be the reasons why we fantasizes and buy these products being advertised. “America’s consumer economy runs on desire, and advertising stokes the engines by transforming common objects;signs of all things that Americans covet most”(Solomon).

The American Dream has held a special place in the hearts of patriots since the very founding of America in 1776. It has been a subject of many authors who grapple with its attainability, and is a beacon of hope gazed upon by victims of circumstance. The Dream has been interpreted by great minds in various ways, and has been deemed both an evil deception and a great promise of a better life. However, the American Dream has morphed from this promise of opportunities and second chances--in fact, it has become viewed as a cause for societal competition and the reason for decreasing happiness among the American people. As Americans attempt to “achieve their goals,” and “keep up with the Joneses,” they subject themselves to the materialistic cycle of greed. Success, and the goal of the American Dream, has been redefined. To be put simply, the American Dream is now to be richer than one’s neighbor, despite the fact that happiness--and thus, the Dream--cannot be achieved solely through wealth and material goods.

When the phrase “American Dream” is uttered, it is typically associated with having money or striving to have money. The dream of much of the public is to have money and to be able to purchase anything they desire whenever they want. For some, this dream is not about money, but it is about having the opportunity to better his or herself and his or her loved ones. In either case, there are certain circumstances and obstacles that make this dream increasingly difficult to attain. Some would even be willing to argue, the American dream is unattainable. “American Dream” is defined as the concept of every citizen of the United States having an equal opportunity to achieve success and happiness through hard work, sacrifices, and risk-taking (Fontinelle);

The American dream can be defined as the promise of living in America with opportunities for all, regardless of social class, and according to their ability and effort (Schnell, 2010). Proponents of the American dream believe that there is equal opportunity for all in the American society to achieve success. Success is not pegged on social status, race, or creed, but rather on an individual’s own efforts. The definition of the American dream has unique interpretations to different people. The most common meaning is that of a life of abundance and prosperity, characterized by economic rewards that enable one to live a middle class life of comfort. Here, success is measured by material possessions such as beautiful homes, cars, a high

The American Dream: Is is fact or fiction? In the United States’ Declaration of Independence, our founding fathers set forth the idea of an American Dream by providing us with the recognizable phrase “Life, Liberty, and the Pursuit of Happiness”. The green light at the end of Daisy Buchanan’s dock symbolizes Jay Gatsby’s “Pursuit of Happiness” in the novel, The Great Gatsby, set in the 1920s on Long Island, New York. The American Dream can be defined as “the belief that anyone, regardless of where they were born or what class they were born into, can attain their own version of success in a society where upward mobility is possible for everyone. The American Dream is achieved through sacrifice, risk-taking, and hard work, not by chance” (Fontinelle, Amy). At the birth of our country in 1776, our founding fathers introduced the American Dream as a personal desire to pursue happiness; however, the pursuit of happiness was not intended to promote self-indulgence, rather to act as a catalyst to encourage an entrepreneurial spirit. As our country has changed, the idea of the American Dream, in some cases, has evolved into the pursuit of one’s own indulgences such as material gain regardless of the consequences.

The idea of the American Dream has been around since America was founded, but until 1933, it was not put into words. In the article American Faces 1933’s Realities, by James Truslow Adams, he defines the American Dream as “ ...a vision of a better, deeper, richer life for every individual, regardless of the position in society which he or she may occupy by the accident of birth” (1). The American Dream does not have to be described as having copious amounts of wealth. To some, it is only a vision of a better life for themselves and their families.

In Jack Solomon, Masters of Desire, the first part of his essay he talks about how American dream has two sides. The first side he describes is where the people believe in equal rights and opportunities and the other side believes where the society or system should be led by a superior. He states that the American economy is run by desire, advertisers target specific statuses and cultures to bring in their customers. McDonalds is a prime example of advertisers exploiting Americans desires by Ronald McDonalds campaign which targets children, ads with adolescents singing and dancing while eating a hamburger promotes not being alone, even advertising to senior citizen making them feel unabandoned after retirement. He also goes into discussing

The American Dream is a concept that is essentially older than the United States, dating back to the seventeenth century. It was then when people began to come up with hopes and aspirations for the newly discovered, unexplored continent. The “American Dream” is in essence the idea in that puts forward the notion that all people can succeed through hard work, that all people have the right to the pursuit of happiness, and be successful. The definition of the American Dream has been expanded upon and redefined over time. The concept of the American Dream has always been debated and put under criticism. There are many that believe the structure of American Society belies the idealistic goal of the American Dream. It points out examples of

As time has went on the meaning of the American Dream has altered. When Adams trademarked the term the American Dream, the idea of it was for people to become “better and richer and fuller,” (Adams 412), but now as 20th century inventions have been introduced to society the dream has changed. People want what others have and what is portrayed as glamorous and prestigious. A prime example is Gary Soto’s recollection of his childhood obsession with wanting to be like the families he saw on the television saying, “I very much wanted to imitate [the families from Leave It to Beaver and Father

In 1937, James Truslow Adams coined the term “American Dream” in his book The Epic of America. Adams stated the “American Dream” was a land of opportunity for everyone. In this utopia, every man and woman is able to reach their highest potential in employment, housing, and family regardless of birth or position, because they worked hard and earned it (“What is The American Dream?”). Ever since 1937, Americans have had this idea in their head of finally achieving the “American Dream” with their spouse, house, white picket fence, 2.5 kids, and movement up the socioeconomic ladder. It is what people whisper at night as they leave their war-torn streets for a better life. Yet in the past few years, that dream has begun to crumble. I believe Millennials are waking up to see that this dream utopia is flawed.

In today’s world of marketing and advertising, I feel the top two strategies that I would use are; technology and social media, while looking at the cost of advertising and the promotion of goods and services. Without either of these strategies, your organization will not be able to reach the number of people that are needed in the amount of time that is required. With the “World Wide Web” you can reach millions of people with one click. Technology is changing more often than ever. With a push of a button, we have the entire world at our finger tips. With this technology we can reach more people faster than ever.

Mad Men is one of those shows that you often hear about but never really paid attention to watch. Many people have told me that it is a show simply about the 1960s and that just turned me away. It was until I came to college, decided I wanted to be a communications major who would later work in an advertising agency out of college that it sparked my interest. Mad Men is a critically acclaimed AMC show based centered around the fictional Sterling-Cooper Agency on Madison Avenue in New York City; which is said to be the center of American advertising industry. “Mad Men” was a term coined by those in the industry in reference about themselves. The show already has so much value built in that reflects the time period all within the pilot

The American Dream is surely based on the concept of “Life, Liberty and the Pursuit of Happiness” but it is above all, a matter of ambition. James Truslow Adams, an American writer and historian, in 1931 states: "life should be better and richer and fuller for everyone, with opportunity for each according to ability or achievement”, which not only points towards a better standard of living for Americans but also denounces a degree of greed in the US society. Ambition not only “killed the cat” but killed relationships as well in texts like Sister Carrie and Death of a Salesman. While the American Dream was supposed to be a collective success at its initial stage, ambition, along with a pinch of greed and materialism were perfect ingredients