ROLAND MARCHAND ADVERTISING THE AMERICAN DREAM PDF

Using three highly successful campaigns as examples, Marchand illustrates why the early twenties were a turning point in advertising. However, any hope they may have had of uplifting their consumers through advertising itself or media in general—early radio, a high moral tone—foundered in reality. Radio moved from a sponsorship-only model to being heavily commercialized; advertisers reacted to saturation in magazines and newspapers by making their ads more like the editorial surrounding them including the down-scale funny papers and no topic was off limits for a sales pitch. Marchand then begins a series of close readings of the ads themselves, uncovering general themes running across categories during the s and early s, beginning with a look at how advertising encouraged increased consumption through an evocation of visual style. Another way that advertising addressed these dilemmas was through parables that illustrated a problem, then presented the product as the solution.

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Using three highly successful campaigns as examples, Marchand illustrates why the early twenties were a turning point in advertising. However, any hope they may have had of uplifting their consumers through advertising itself or media in general—early radio, a high moral tone—foundered in reality. Radio moved from a sponsorship-only model to being heavily commercialized; advertisers reacted to saturation in magazines and newspapers by making their ads more like the editorial surrounding them including the down-scale funny papers and no topic was off limits for a sales pitch.

Marchand then begins a series of close readings of the ads themselves, uncovering general themes running across categories during the s and early s, beginning with a look at how advertising encouraged increased consumption through an evocation of visual style. Another way that advertising addressed these dilemmas was through parables that illustrated a problem, then presented the product as the solution.

The Democracy of Goods found class equality through a universal status as a consumer. The parable of the Captivated Child assists mothers in the newly scientific child-raising methods by advising them to get Jimmy to eat his vegetables in soup. What these parables had in common was the identification of a new consumer problem or anxiety, a problem created by modernity itself, and illustrate how modernity could also supply the solution to the problem it created.

The business man as the king of all he surveys through his factory window, the soft focus warmth of the cozy family circle, heavenly cities and happy villages, and the product as a heroic icon bathed in beams of light—all transformed certain ideas within the culture into a strong visual message that helped to sell the product.

With the arrival of the depression, advertisers not only faced the reduced purchasing power of American consumers but also the insecurity of clients with smaller marketing budgets and less patience.

Visual styles shifted from high art to photographic melodrama. Products still offered solutions to problems, but now the problems were less social and more monetary in nature—how Ethyl gas can make your car run like new for longer, how Listerine toothpaste can help you save money for other necessities.

The democracy of goods gained new relevance. Parenting anxieties shifted from impressing the neighbors to making sure that little Sally has every opportunity to excel in school and therefore in life. Meanwhile consumers were urged to face hard times with determination. In this way the paradigms of advertising that had been developed in the s were simply refined to meet the challenges of the s.

Advertising during the s and s helped the consumer negotiate this new world of nearly unlimited choices. Ultimately, advertising worked as a method to acculturate the consumers, to bring them into the modern world while offering them products and advice that would solve the problems that this modernity created.

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Advertising the American Dream: Making Way for Modernity, 1920-1940

English 1. Apostles of modernity -- Picking up the tempo -- Practical heroics and versatility -- Erasing the Barnum image -- The advertisement becomes "modern" -- Side by side with the consumer -- Three legends in the making -- Selling satisfactions -- 2. Men of the people : the new professionals -- Two routes to professionalism -- Ambassadors of the consumer -- Atypical men, and women -- The agency subculture : courtiers and creators -- Competition, craftsmanship, and cynicism -- Benign deceptions -- 3. Keeping the audience in focus -- Keys to the consumer mind : confessions and tabloids -- The matinee crowd -- The limits of consumer citizenship -- Sizing up the constituency : the feminine masses -- "Oh, what do the simple folk like? Abandoning the great genteel hope : from sponsored radio to the funny papers -- Sponsorship only : radio as cultural uplift -- Super-advertising and the specter of saturation -- Interweaving the commercial -- Crooners and commercials : from intrusion to intimacy -- Entertainment triumphs : the descent into the funny papers -- 5. The consumption ethic : strategies of art and style -- Advertising and the color explosion -- Uplifted tastes and borrowed atmospheres -- The mystique of the ensemble -- Modern art and advertising dynamics -- Photography as sincerity -- Art and the consumption ethic -- Progressive obsolescence -- The gospel of the full cereal bowl 6.

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Advertising the American dream : making way for modernity, 1920-1940

Related Books About the Book It has become impossible to imagine our culture without advertising. But how and why did advertising become a determiner of our self-image? Advertising the American Dream looks carefully at the two decades when advertising discovered striking new ways to play on our anxieties and to promise solace for the masses. As American society became more urban, more complex, and more dominated by massive bureaucracies, the old American Dream seemed threatened.

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Advertisingthe American Dream: Making Way for Modernity by Roland Marchand Essay

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