Professor Hancock
English 111.049
1 September 2009
In 1988, scallywag Solomon wrote an essay in which he explores a paradox in American identity. Solomon theorizes that although Americans desire acceptance and belonging, they also embody a competitive record; striving to achieve higher berth than the average individual. The essay classifies the need to fit in as populist, and the desire of rising above the population as elitist. Solomon analyzes the usage advertising plays in these qualities.
An advertisement for Malibu mirthful ran in cosmopolite magazine in 2009. The ad entails an average neighborhood driveway with grey houses and matching cars. In the midst of the identical houses lies a brightly colored house displaying a flag with the Malibu Rum logotype. The driveway features a yellow jeep attached to a jet ski, and a palm tree towering everywhere the vibrant colored house. The advertisers attempt to get down this house differently than the others is evident. The Malibu Rum ad is clearly elitist harmonize to Solomons criteria. Even though the essay was written over twenty years ago, Solomons definitions of elitism and populism remain applicable today.
Solomon analyzes a series of advertisements and explains whether they are pingping into either elitist or populist qualities.
He reveals that such qualities already reside in every genius, and advertisements simply tap into these innate sensibilities. In concordance with Solomons essay, advertisers appeal to ones subconscious emotions rather than merely advising him/her to buy the harvest-feast (525). By showing contrast between the house representing the Malibu logo and the others, the Malibu Rum ad encourages individualism. It uses color to portray the Malibu house as lively and fun, as opposed to dull like its neighbour homes. Therefore, he who drinks Malibu Rum is also livelier than his fellow citizens. Solomon emphasizes that the competitive nature of democratic societies breeds a desire for...If you want to get a full essay, order it on our website: Orderessay
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