The Appeal of the Democracy of Goods Essay by CalDR

The Appeal of the Democracy of Goods
Applies the 'democracy of goods' advertising concept to three advertisements.
# 28109 | 1,247 words | 2 sources | MLA | 2002 | US
Published on Jun 22, 2003 in Advertising (History) , Advertising (General)

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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.

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