Review Of Solomon's Masters Of Desire The Culture Of American Advertising

Priscilla Avila

Professor Karn

English 1A

March 9 2023 "Still, nearly half (48%) of businesses worldwide rely on the power of loyal customers to spread the word about their products or services." - Grace Kim, https://tinyurl.com/92f4mfx4 A form of marketing called word of mouth is forceful and brief. It relies on audiences or consumers that will carry their review of a brand or products into their daily conversations. Whether their input is negative or positive, it leaves an impression on a potential customer. In that similar way companies use adverts to create a general impression of what they say their product emits. An advertisement for New Singapore Premium

The environment is pledging an elitist appeal but the warm colors found in the image attract the populist group. In Jack Solomon’s “Masters of Desire the Culture of American Advertising” he explains a paradox in the American psyche. He argues that Americans simultaneously desire superiority and equality, as a result, advertisers create images that exploit those opposing conditions. He emphasizes that America is a nation of fantasizers. He sums up that advertisers create consumer hunger by working with our subconscious dreams and desires in the marketplace. Solomon claims "...we can conclude that America is a nation of fantasizers, often preferring the sign to the substance and easily enthralled by a veritable Fantasy Island of commercial illusions"(406). Significantly suggesting that the sunset and big city that are incorporated in the photograph hoping to entice those that have dreams based on

The creators intentionally chose to devise a promotion highlighting elitists and their ability to afford luxuries such as premium costs. From there on, the utilization of attractive women in order to spike sales that target affluent men that lust over a youthful, charming woman or maybe just the social norm of pretty privilege. In addition, the setting of a breathtaking experience is sending forth the intent towards the One-Percenters that they will actually have a chance to be a part of. Ultimately, the use of pigments in the photograph alludes to the populist class often following warmer tone shades permitting the feel of hope. The techniques the promoters applied to the advertisement are all equally important in order to give the exact impression they want to exemplify, which is the interest in highborns. Conclusively, all aspects cooperate to separate the unrivaled from the