`` Masters Of Desire : The Culture Of American Advertising

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).

In today’s society judging races and ethnic groups have left stereotypical images on them. Stereotypical images are seen all over, even in contemporary media. Hispanic Americans and Black Americans are two ethnic groups that I’ve recognized on having that stereotypical image in the contemporary media. Hispanic Americans and Black Americans are left with harm because of these stereotypes that have been shown in the contemporary media, for example in the television shows George Lopez and Everybody Hates Chris. It seems to be that stereotypes are being less focused on or just being allowed because of the humor they bring out in those television shows.

Currently, there is a problem with American’s. That problem is allowing themselves to be influenced by stereotypes. Stereotypes allow people to organize the world, but sometimes the stereotypes are negative. How do stereotypes affect the decisions of Americans about other people in their everyday lives?

When Americans meet someone new they are already sticking that person into some sort of category because of their appearance. If someone looks different than Americans are use to, they automatically stick some sort of stereotype to them. Stereotypes are strongly displayed in the media; stereotype can be based of someone’s color, culture, religion, or sex. In Black men in public spaces by Brent Staples, and in The Myth of the Latin Woman: I Just Met a Girl Named Maria by Judith Ortiz Cofer, the authors talk about stereotypes based on their gender and ethnicity and the experiences they both encounter because of their ethnicity and gender which have many similarities and differences. Stereotypes can lead

In the essay The Way We Lie, Stephanie Ericsson writes that “All the ‘isms’-racism, sexism, ageism, et al.-are founded on and fueled by the stereotype and the cliché, which are lies of exaggeration, omission, and ignorance. They are always dangerous. They take a single tree and make it a landscape.” This quote is important due to the fact that stereotypes play a major role in many aspects of our society. In American society we have a tendency to pass judgment on people just because of a pre-existing stereotype that our society has formed on particular groups over the years. American Society tends to create stereotypes because of the simplicity it adds to our lives, but stereotypes can cause us to oversimplify the characteristics

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

People constantly try to gain direction and insight from their evaluations of other people. One such way they do so is through stereotypes. Stereotypes are cognitive constructs involving an individual’s half-truths and distorted realities knowledge, expectations, and beliefs about human groups. As such, racial stereotypes are constructed beliefs that all members of the same race share certain specific characteristics. In America, the media and Hollywood play an integral role in entrenching and dispelling these stereotypes. However, Hollywood and the media create characters according to stereotypes to attract an audience, from which the viewers can reflect on and laugh at the stereotypes recognizable within American society. This paper seeks to discuss the common stereotypes in American society and how the media and Hollywood promotes those stereotypes and their impacts.

In life, there is a common ground on which most every person can relate. At one time or another, we have all been promoters of or victims of the unremitting nature of stereotypes. According to the Webster’s dictionary, a stereotype is defined as “a simplified and standardized conception or image invested with special meaning and held in common by members of a group.” Most stereotypes take on a negative form and are based on characteristics such as age, gender, race, status, and personal beliefs. Generally speaking, the greatest problem that arises with stereotypes is that they judge group of people by the characteristics and actions of their ancestors, rather than on an individual basis. More often than not, these assumptions will

Getting rid of stereotypes is not an easy task that can be fixed overnight and it takes time to try to eliminate these problems. We need to be united and comprehend each other to eliminate the problems that offend one another. There is no need for the existence of these stereotypes that all they do is hurt others. Most of the television shows and commercials created by the media that help create stereotypes are derived from the idea of an individual or a group of people. Just as these individuals create stereotypes in the media society should use the media to their advantage and campaign against use of stereotypes in a lot of the media. There is many ways to accomplish getting rid of stereotypes but the main thing we need to accomplish to

The stereotypes witnessed around the world are far more prevalent in America due to the use of them to characterize a group of people that have historically been at a disadvantage. Now that more individuals are coming to America, the minority class status has grown exponentially, which has led to the wide use of stereotypes to describe not only blacks, but Latinos, Asian Americans, and other represented ethnic groups. These stereotypes change what it means to be a minority in the United States, and alter the way individuals view their racial backgrounds. When looking at racial relations outside of the United States,

Stereotypes have an overwhelming effect especially on the people they are directed towards. Studying stereotypes helps in understanding the factors leading to discrimination of certain people and not others. This is because stereotypes are depictive of opinions that are often passed from one generation to another within a particular culture. Mass media such as television and newspapers form a common source of opinions in the contemporary society (Kotter & Hess, 2012). The media presents messages in steady, repetitive, and compelling manner, making them believable to almost everybody. Stereotyping opinion and depictions from the media can thus have detrimental effects on the

Stereotypes in our society are not uncommon. We come across them every day without realizing it. It is in our human nature to create expectations of the people around us, which could be based upon their ethnicity, sexual orientation, gender or other factors. Stereotypes help us categorize a vast group of people that we may not know anything about, to think that they are smaller and less intimidating. I believe that the blame for these cookie-cutter patterns can lead directly back to the media in every sense of the word. Media is all around us, and affects our opinions and ability to think for ourselves. Whether it’s the latest box office hit or the headlining news, we are getting assumptions from every point of view, which makes it

The use of social media marketing has become a standard way in which organizations advertise their products or services. Social media marketing allows consumers to have immediate access to other consumers reviews or to post a review about a product or service. There is engagement between the company and the consumer (Evans, Dave 2010). Social Media emerged in the late 1980’s when websites such as Prodigy, Compuserve and America Online. Prodigy was first of it’s kind and was known as a ”consumer online service”. Half of the page is devoted to advertising. Facebook, Twitter, Myspace, Hi5, Bebo and Orkut are all social media platforms that are utilized as platforms today.

“Media stereotypes are inevitable, especially in the advertising, entertainment and news industries, which need as wide an audience as possible to quickly understand information. Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people—usually relating to their class, ethnicity or race, gender, sexual orientation, social role or occupation.”

Stakeholders play a major role with how ethical advertisers influence corporate and personal values. Ad agencies receive their incentives and pay based on the number of media they have rather than the quality of advertising product (Murphy, Laczniak, & Klein, 2005). Acclaimed graphic designer, Paula Scher (2002) once referred to this method as amoral. My personal feelings on the matter is that the whole ad agency should undergo an entire makeover that may reduce the favor of media pace over time. However, there are corporations that occasionally get it right, in terms of company ethics. Social initiatives are campaigns about issues that people care about. One example is Coca-Cola. The company’s marketing initiatives allows opportunities to