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Summary Of Further Examining The American Dream Campaign

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Video advertisements like Visit California’s “Living the Dream” ad plays on the viewers’ desired fantasy of luxury and adventure. The ad reels in the desired audience with various sights, sounds, and emotions displayed throughout the video. The advertisement includes the myths and stereotypes of California culture to pull in the viewer, also linking Californian culture with American culture. Anyone can look at the ad and think, “Wow. I want to go there,” but this ad was created with a specific audience in mind: parents. Because this ad plays on many platforms, including television, Facebook, and YouTube, there is a variety of ways the ad can reach the desired audience. This ad features various celebrities, like Anna Faris, George Lopez, Jillian …show more content…

According to Tim Kasser and Richard M. Ryan, the writers of "Further Examining the American Dream: Differential Correlates of Intrinsic and Extrinsic Goals”, the American Dream is based on 2 things: extrinsic and intrinsic goals. Extrinsic goals are focused more on looking good in front of others, including fame, money, and looks. Intrinsic goals are more focused on looking good for yourself, with things more like self-acceptance, affiliation, and community feeling. Based on their studies, age did not make a difference in the results but gender did. Men who were more focused on extrinsic goals were reported to have more physical symptoms, like “headaches, faintness, [and] sore muscles”(282). Women who were less focused on intrinsic goals were reported to have more symptoms of depression and anxiety. Because many people do not realize that Californian culture is very much like the overall American culture and the idea of the American Dream, they watch ads like the “Living the Dream” ad, made by California, and get this feeling of hope without knowing that may or may not be false. The ad uses the fact that men and women prefer more extrinsic aspirations to their advantage. In their ad they include very famous celebrities, fitness experts, luxury resorts, and Hollywood. It displays fame and leisure which both connect back to extrinsic values. It plays into their fantasy that if they come to California, they will be rich, famous, and beautiful. By bringing the aspects of the American Dream into its own culture, California is and has been the most popular state for tourism according to Business

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