The American Paradox

Kirstie Smith Professor Hancock English 111.049 1 phratry 2009 In 1988, scallywag Solomon wrote an essay in which he explores a paradox in American identity. Solomon theorizes that although Americans go for acceptance and belonging, they alike embody a competitive record; striving to accomplish higher berth than the add up individual. The essay classifies the need to watch in as populist, and the desire of rising above the community as elitist. Solomon analyzes the usage advertising plays in these qualities. An advertisement for Malibu delightful ran in cosmopolite magazine in 2009. The ad entails an average neighborhood driveway with grey houses and matching cars. In the thick of the identical houses lies a brightly dissimulationed house displaying a flag with the Malibu amusing logotype. The driveway features a yellow jeep attached to a jet ski, and a palm point towering everywhere the vibrant colored house. The advertisers attempt to get d own 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 every elitist or populist qualities.

He reveals that such qualities already invade in every genius, and advertisements simply tap into these innate sensibilities. In concordance with Solomons essay, advertisers appeal to ones subconscious mind emotions rather than merely advising him/her to buy the harvest-feast (525). By showing business bet ween 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 unconnected to dull like its neighbour homes. Therefore, he who drinks Malibu Rum is besides 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.net

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