Erin Nowlin
Nancy Gong
FOUN101
23 February 2021
Title with Main Words Capitalized
In America, a feeling can only be likened to a dream expressed by everyone and every brand since the brands are intended to satisfy particular demands by the public. The markets communicate what the Americans consider quality or achievement. The two brands are chosen, “walk this way” and “I want, I can,” are a hallmark of the American dream, and the two compare and contrast based on the advertising techniques as illustrated below.
The two adverts are similar in that they both use American celebrities to promote the product, which is called patriotic advertising (Jack Solomon, 2). Celebrities usually are people who command a massive following for what they do and their talent’s uniqueness. The adverts created the impression that American people during the two different times or eras when the adverts were created considered a success to be the attainment of specific living standards as demonstrated by certain high-class people. In other words, the celebrities being Americans pointed out at patriotism with Americans towards their country’s products. In other words, the company tries to tell people that there is a need to wear a shoe that meets their expectations and not just any shoe. Despite the use of various artists, the company sends the message that the American dream has changed over time. It now dwells on innovation, intending to produce quality products.
Another similarity that is noticeable in the adverts is the selection of musicians as the celebrities to promote the product. The analysis indicates that music commands a more significant following and hence the need to advertise using their images. The old advertisement uses the great hip hop musician Run D.M.C. Hip hop during the time was the best-selling music and the choice to promote the product using the musician. The new one uses the image of the famous rock musician, Kanye West who has been branded “god” by the present-day generation for his touch with his music which commands a significant following. The choice of highly profiled musicians and brand ambassadors implies that Americans would want to be associated with products cherished by high-class people. The idea capitalizes on the bandwagon effect approach of advertising. That implies that there has not been a significant change in the
American dream over time as the two-generation treasure the life that is lived by celebrities.
Another visual similarity is the choice of words that direct the need to desire to be like the celebrities in the advert. The olden one orders that we run like Run D.M.C while the new one implies that people should dress how they want because they can. The adverts are thus indicative that for people to achieve success, there needs to be a certain motivating force from the external environment. The choice to buy the advertised products or any other product can thus choose between what makes one feel better or look good. All that can be justified by using attractive and promising words on the adverts to attract people. The Americans dream about quality to maintain their standards, and the American firms have learned that, and that is why they will work hard to provide the best quality products and send the correct messages (James A. Roberts, 1). Additionally, it implies that the American dream is fast changing to realize new unique and quality taste from their products which James A. Roberts calls the treadmill of consumption.
On the same note, there is noticeable use of personalization in the two adverts. The choice to use musicians or rather renowned artists with significant following indicates that the most probable target population is the musicians and the followers (Steve McKevitt, 2). When such a message is so clear and defined, it is doubtful to find people not affiliated to the type of audience wearing the products. The idea is always to communicate some reservations to make the target customers feel valued and cared for. As initially indicated, the musicians’ choice and the suggestions that their followers should wear like them owe their validity to the fact that music commands a great following. If the company or any other company succeeds in attaining the target customers’ loyalty, they end up making huge profits. The style further perpetuates the American dream’s analogy by implying that the target customers need to dress appropriately and according to their aspirations.
Additionally, status symbolism is yet another advertising stylistic feature that is noticeable in the adverts. The possibility of communicating the particular social class associated with the specific product is referred to as a status symbol. The two adverts imply that particular shoes are well befitting the musicians and the lovers of their music. Like how specific adverts may suggest, basketballers better wear particular shoes, in the same way, the Adidas adverts, both the new and the old. The adverts’ status symbolism indicates the American people’s dream regarding the need when class is satisfying so that the appropriate choices can be made. Despite the many identifiable similarities, the two adverts also have significant differences regarding their methods of advertising.
One is that the olden one used the artist and the lyrics of the song he sang. The song is “Walk This Way,” composed and sung by Aerosmith. In the new advert, the words contained in the advert are not the celebrities. The use of the music words plays a significant role in promoting the products as the adverts’ viewers have a unique way of reconnecting with the celebrity and perceiving the product being promoted. The choice to use the lyrics of a song in the advert implies that people were so keen on the words contained in an advert in the olden days. On the other hand, in the newer advert, people appear to be so much concerned about the image of the person appearing or even the product. Most viewers may not even be aware of specific lyrics’ existence but may recognize the image. The realization thus leads to the fact that Americans dream of elegance. One of the ways to match their dream with the products being sold is the matching highly esteemed and attractive statements (Sonia Maasik and Jack Solomon, 1). These statements usually have a deeper meaning that someone’s cause of action could be embedded in them. –
Another identifiable difference is the customer’s compliment style of advertising that is noticeable in the newer advert but absent in the olden one. The choice of the words “I Want, I Can” indicates the appreciation that the customers are actually in need and are able. The newer advert compliments the customers and hence helps in describing the Americans’ dream in the sense that they desire to be valued and showed that they matter. It further indicates that Americans are cautious about buying products whose sellers value their contributions to the business’s success. On the other hand, the older advert simply proposes to the target market to try out the product, which may not be as convincing as the newer strategy. As such, the American dream is differently portrayed as the old one points out to the fact that Americans were not so much into the products even if they were quality, and so they had to be persuaded (Jack Solomon, 2). It has, however, developed to be that they demand satisfaction from quality products.
Arguably, the drastic change that is noticeable in the adverts indicates the dreams of the Americans to change and improve for the best (James A. Roberts, 1).
Thus, the American dream is a changing phenomenon that can be described by the lifestyles of individuals of every generation. The products sold in the country could be reliable indicators of the dream despite the adverts being more different than similar, compared to the previous days since the firms produce with the mind-set of the consumers in mind.
Works cited
Jack Solomon “Masters Of Desire”: The Jen Glantz “Here’S How the American Dream
Has Changed over the Years”. Reader’s Digest, 2021, 1-4 https://www.rd.com/list/how-the-american-dream-has-changed/.
Steve McKevitt “Everything Now”. Literature & Language Coursework, Coursework
Example”. Essayzoo.Org, 2021, 2
https://essayzoo.org/coursework/mla/literature-and-language/rhetorical-analysis-steve-mckevitt.p hp.
James A. Roberts “The Treadmill Of Consumption By James Robert – 1040 Words | Cram”.
Cram.Com, 2021, 1
https://www.cram.com/essay/The-Treadmill-Of-Consumption-By-James-Robert/FKE7UFX3GZ 3Q.
Culture Of American Advertising | Bartleby”. Bartleby.Com, 2021, https://www.bartleby.com/essay/Masters-Of-Desire-The-Culture-Of-F3RVA2P6XKZP. Sonia Maasik and Jack Solomon “Signs Of Life In The U.S.A. Summary”. Www.Bookrags.Com, 2021, 1 http://www.bookrags.com/studyguide-signs-of-life-in-the-usa/chapanal002.html.
Nowlin 7
Works Cited
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