Roland Marchand Democracy Of Good Analysis

Advertisements are always finding unique and creative ways to appeal to the public’s wanting ear. Advertising companies use everything from bright colors to cute animals to appeal to the audience. Roland Marchand is a professor of history at the University of California, and in a selection from Marchand’s writings titled “The Appeal of the Democracy of Goods”, Marchand discusses one of the many techniques available to advertising: Democracy of Goods. Marchand provides the reader with a brief history of the Democracy of Goods and what is actually is. Marchand defines Democracy of Goods as “equal access to consumer products” and he refers back to it quite often when discusses other details (Marchand 211). Marchand uses his own developed definition of Democracy of Goods and successfully applies it to the examples used in his selection. The first example brought up by Marchand is the Cream of Wheat commercial from 1929. He describes a young child of considerable wealth with the last name Biddle being fed a hearty breakfast of Cream of

One is a Chase and Sandborn’s coffee advertisement that depicted a rich family drinking the coffee produced by the company (Marchand 212). Another example used was an Ivory Soap commercial (Marchand 212). A final example mentioned was the C.F. Church Manufacturing Company and the toilet seat that was advertised for all consumers (Marchand 212). Although Marcand hardly goes into as much detail with these examples as he did with the Cream of Wheat commercial, the same definition he provided applies. Everyone of the commercial examples that Marchand provides had one thing in common: they used the appeal of Democracy of Goods to connect with the consumers. Every one of the ads mentioned that the elite class uses their product, and that is was available to the general public as well. Marchand effectively used and stayed true to the definition he provides the reader in the beginning of his