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Social Success or Material Rewards As Jack Solomon tells us in Masters of Desire The Culture of American Advertising everyone in America wants to attain the American dream I ask myself however is this a dream of equality or rather a bettering of ones self to become a greater individual who may rise above the crowd Whatever the case advertisers manipulate each person into desiring this infamous dream They do this by giving value to our insecurities and by giving us a sense of acceptance if we buy their products Whether it is our hope our fears and our desires or beliefs all play a part in determing who advertisers target Advertisers include and excludeWhen comparing two advertisements we must take some things into consideration one such as living in a nation of fantasy Some think we live in this type of environment today I suppose In fact I believe people prefer sign to substance both men and women alike Take an ad of Virginia Slims for example it presents a young vibrant woman with a beautiful smile receiving a dozen red roses from a good looking man She is flirting laughing and it truly looks like she is having a good time For some women this is a fantasy The advertiser is trying to produce an image every woman wants to be when she is smoking While women want to look sexy men also share this point of view An ad selling Parliament Lights pictures a woman in a white pure looking dress walking casually up the winding stair case of a castle The man who is smoking this time is gazing into the womans eyes while holding her hand and is following her up stairs Like the Virginia Slims ad this ad provides a fantasy for men this time Advertisers provide these smart ads for a wide range of buyers Every ad has to have the right setting to pull the
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