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Analysis Of Master Of Desire: The Culture Of American Advertising

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The traditional definition of the American Dream is the belief that everyone is given an equal opportunity to prevail and rise within the social hierarchy. Companies use the concept of the American Dream to appeal to their consumers to buy their product. In his essay “Masters of Desire: The Culture of American Advertising,” Jack Solomon writes, “the American Dream has two faces; one communally egalitarian and the other competitively elitist” (167). Although egalitarianism and elitism are at odds with one another, companies advertise the two together. Apple Incorporation is an American technology company that began advertising their products in 1970. Nineteen seventy magazine advertisement “A is for Apple”, 2009 commercial “Elimination”, and…show more content…
The commercial is of two leading men, one acting as a Mac (an Apple product) and another man acting as a PC (a Microsoft product). Microsoft is the leading competitor in computers against Apple. The two men, Mac, and PC are trying to sell themselves to a potential buyer, Megan. Megan lists all her desires and needs in a computer with “no viruses, no headaches, and a fast processor”. Behind the leading man acting as a PC, there are about ten men also acting as a PC. As Megan listed her desires, more PCs left until there were none, allowing Mac to “rise above the crowds and bask alone in the glory” as Megan chose to buy a Mac (Solomon 167). This continues to show the versatility of Apple computers and how Mac eliminates the competition by satisfying all the potential buyer’s requirements. This is also a slight form of bandwagon as Megan decides to choose a Mac instead of a PC. At first glance, the commercial appeals to egalitarianism as PC and Mac act as a form of camaraderie and equal playing ground to get Megan, the buyer. When in reality, Mac is dishonest as he becomes competitively elitist and decides to “rise above the crowd and bask alone in the glory” by “winning” Megan as a potential customer (Solomon 167). The paradox of the American Dream that everyone is given an equal opportunity to rise to success, however, there are suspicions that people. Solomon analysis of Woody Guthrie’s anthem “This land is your land and this land is my land” is applicable to Apple (167). Apple “increases the “my” which would be his customers, at the expense of the “your”, PC’s customers. Apple’s dishonesty allows PC to make a fool of himself thus losing the competition and giving up customer while Mac just easily gains from PCs
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