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JACK SOLOMON - Masters of Desire: The Culture of American Advertising
READING THE TEXT
1. Describe in your own words the paradox of the American dream, as Solomon sees it.
2. In Solomon's view, why do status symbols work particularly well in manipu-lating American consumers?
3. What is a "guilt" ad (para. 32), according to Solomon. and how does it affect consumers?
4. Why, in Solomon's view, has McDonald's been so successful in its ad campaigns?
5. What relationship does Solomon find between the "new realism" (para. 37) of some ads and the paradoxes of the American dream?
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The assignment is about answering questions from the text "Masters of Desire: The culture of American Advertising" by Jack Solomon. Various facet of american advertisement was put forth in this assignment while answering to the questions.
Book : when the background music in a TV or radio automobile commercial is classical. you can be pretty certain that the ad is pitching a Lexus or a Mercedes. when its country western. its probably /or 1)odge or Chey. English accents are popular in jaguar ads, while a good western twang sure helps move pickup trucks. whenever advertisers make use of status-oriented or common-folk-oriented cultural cues, they are playing on one of America s most fundamental contradictions, as jack Solomon explains in this cultural analysis of American advertising. The contradiction is between the simultan noos? desire /or social superiority (elitism) and social equality (populism) that lies at the heart of the American dream. And one way or another: it offers a good way to pitch a product. Solomon. a professor of English at Cal![ornia State University, Northridge. is the author of The Signs of Our Time (1988), from which this selection is taken, and Discourse and Refereence in the Nuclear Age (1988,).
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