The Kindle Advertising

Technology has become a large part of global society and technology companies always have one question on their mind: What is the next big device? Competition between companies such as Apple, Samsung, Amazon, and Windows, causes consumers to have to decide what brand they desire. All businesses know how consumers work. They want the newest and best product out there, no matter the cost, because of how “the American Dream breeds desire” (Solomon: 401). Everyone wants to seem as if they are elite, because of the unanimous desire to be successful. Having all of the high-end products, especially technology, consumers have a sense of being elite. Companies use this inner desire to fuel their successful businesses. Same idea goes for advertisement

It takes us back to the past, but simultaneously, it is staying up to date with modern technology. By making a product that has limited functions, but still in the technology field, is bringing the past into what is big and happening now. This expands the way that people view the product. While it is can only be used to read a book, it is technology and not just a regular paper book. The advertisement continues this theme by displaying an old looking car, but still functioning like any other car these days, just maybe not with all the bells and whistles. The use of the paper map also shows how the past and the present come together. Most people do not even know how to use paper maps anymore because they are used to directions being instantly given to them on their smart phone. But using a paper map back in the day was considered better than guessing the direction to go. The setting itself is retrospective just as Hartmann and et al. discusses in the article. When advertisements decide to use nature scenes, such as Amazon, instead of urban scenes, consumers are positively affected from it reducing stress and enhancing cognitive functions (Hartmann, et al.: 183-184). Amazon uses nature settings of the mountains and a lake, giving it primal and calm connotations. The arrow tattoo has symbols and meanings, but the literal meaning is that it was once used as a weapon and way of hunting. Since modern technology has advanced to the use of different weapons such as guns and bombs, the use of the arrow in the advertisement takes the consumer back to a time where arrows were used. By putting it in a modern advertisement, brings the retrospective appeal back to the