The Appeal of the Democracy of Goods

Paper Summary:

The democracy of goods concepts in advertising allows consumers to believe they can be equal to the rich and famous. In his book "Advertising the American Dream", Roland Marchand describes advertising strategies from the 1920s to the 1940s. In making this analysis, Marchand describes the appeal of the democracy of goods as a major concept underlying the advertising of the period. A consideration of this concept in the paper and how it applies to modern advertising, shows that the concept is effective in describing modern advertising strategies. Some minor changes have occurred in response to changes in society. However, on the whole, the concept, including the desires and ideals central to it, have remained the same. The paper examines three advertisements: pop-star Britney Spears drinking Pepsi, 'James Bond' promoting Jaguar Cars and supermodel Cindy Crawford wearing an Omega Watch.

From the Paper:

"Celebrity status now has greater meaning. Individuals that inherit fortunes do not appear in a significant amount of advertisements. However, individuals that achieve success, fame and fortune do. Idealized individuals are mostly movie stars, television stars and sports stars and these celebrities are most commonly featured in advertisements. The amount of celebrities that feature in advertisements can be linked to the desire people have to be something better. Since these people have earned their fortunes in some way, this reinforces to consumers that success is achievable. This makes it easier to believe that having the same product as the successful individual will make them successful also. This advertisement with Britney Spears drinking Pepsi as a means of convincing other people to drink Pepsi is based on the same desires and ideals as the 1920's advertisements. Britney Spears is what people want to be and physical possessions are seen as a way of attaining that same success. By buying Pepsi individuals feel that they are equal to Britney Spears."

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