Marchand assignment 1

Marchand assignment 1 - AMS 206 Marchand Ad Assignment...

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AMS 206 Marchand Ad Assignment March 17, 2011 Roland Marchand’s Advertising the American Dream discusses numerous advertising strategies and practices that emerged during the 1920’s and the 1930’s. These practices and strategies paved the way for a new discourse of advertising during these decades. One of the major strategies advertisers used in order to sell new products was to play upon consumer’s needs and anxieties. During these times, people were fixated with the concept social status. Social status was identified with what you had; therefore, owning modern and advanced technology represented a person with riches, a position in society, and class Ads told people why they “wanted” the products – perhaps the most captivating strategy to consumers was advertiser’s ability to create ads that created anxieties in the modern age. By buying into the need to own modern products, consumers could overcome the anxieties they felt in trying to reach a higher status by purchasing the product. This is evident in Babbitt
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This note was uploaded on 02/22/2012 for the course AMS 206 taught by Professor Staff during the Spring '11 term at Miami University.

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Marchand assignment 1 - AMS 206 Marchand Ad Assignment...

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