Advertising the American Dream: Making Way for Modernity by Roland Marchand

America 's dream was the concept of American literature from the beginning. The ideal of "American dream" follows the life of an ordinary person who wants to realize the pursuit of life, freedom, and happiness. The original purpose of the American Dream was to pursue freedom and greater profit, but as time went on, its purpose shifted to the accumulation of wealth and social status. Therefore, sad moral and social values ​​evolved from material pursuit of happiness.

Historian Roland Merchand of 1920 - 1940 in the advertisement of the American dream of 1920 - 1940 suggested that advertisements in the early 20 th century were promoted by "therapeutic work". The social background is a big discontinuity: The economic collapse in 1929 caused serious uncertainty, rapid urbanization and technological progress created an unfounded feeling to go away from its excitement. . The advertiser tried to fill that gap. With the increasingly short and inhumane world, eternal fantasies, and "humanity", we will provide home and fireplace, a comfortable image of country life and nature. They promised to escape the current consumer goods Utopia

As Roland Marchand explained in American Dream of Advertising, the advertising revolution in this period was not only to explain the product but also to make it attractive, to invite buyers to the world, not selling naked items . Life style I want to live at a glance. For a long time, the 1914 industry magazine "Graphic Art" wrote that "Most advertisements can be read like storyline scenarios". It is not details such as the cradle of the main character and the effectiveness of soap, but the scenery where books and products were opened is attractive.

However, these activities are part of a larger and more diverse enterprise, as seen in the Marchand book "Advertising American Dreams" (1985) subtitle. Brands, advertisements, department stores, public transportation convert consumption to public activity and bring young form democracy to places where European ancestors are unknown - position competition that supports the endless cycle of consumption. This process is not always beautiful or calm. Captain of consciousness, Stuart Ewen: social roots of advertisement and consumer culture (1976). That is their solution and, with the development of this century, has contributed to the political and cultural unity that smothers. But it maintains a capitalist economic structure.