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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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Heriberto Ortiz

English 1A

Professor Rossi

24 October 2018

 Annotated Bibliography

Frank, Thomas. “Commodify Your Dissent.” pp. 150–155.

In “Commodify Your Dissent” by Thomas Frank, Frank bases his article on how countercultural ideas were not normalized and that all Americans once lived a single boring lifestyle. Then explains how marketers supported the idea of rebellion and they use it as a trick to sell products.

In the article there are ways Frank explains the counter cultural ideas and how over time they have changed, and how marketers have taken advantage of it by selling products representing rebellion. Frank then goes on to state facts and backs up what he says by using factual dates to back up his claims. The countercultural idea is that all Americans lived the same usual lives day by day until they died. In the 1950s the lifestyle for many people was the same, there were many things that would be acceptable today that wouldn't have been acceptable back then. Some examples were that you couldn't express individuality, human pleasures, and even basic human needs. Frank then goes on to talk about how in the 1960s the Beats influenced people to be themselves promoting “rebellion and rule breaking”. Marketers then started the to get the idea that if people start acting different they will promote products that will make them rebellious or different.It has been a successful strategy to start and getting more buyers day by day by promoting rule breaking and rebellion. Frank stated "consumerism is not about ‘conformity' but now about difference."

Solomon, Jack. “Masters of Desire: The Culture of American Advertising” pp. 166-176.

 In the article "Master's of Desire: The Culture of American Advertising," Jack Solomon explains how advertisers use different techniques on different buyers to get them to buy products so they can show rank and how wealthier they are. Solomon then talks about how Americans are easily impressed and want everything that we know we can't own.  Americans like to feel accepted so if we don't buy a product that we see, and everyone else has that product we like we need that product to be accepted in society.

Solomons article is very persuasive, because he states and backs up his claims that makes you agree with what he explains. He talks about how we don't see everything clear, and that it's just part of "new realism". Markets want you to buy stuff you don't need to show you are better than someone who doesn't have it shows “rank and prestige”. We shouldn't rely on real ads in the future, because real ads are the opposite of what they want and what they want is sales. They will reach out to you and make you believe that the product is “the future” when in reality it isn't.  He then concludes how using  all these techniques is prove that advertisers use them to get our attention and end up buying their product.

Mckevitt, Steve. “Everything Now” pp. 143-150.

In “Everything Now Steve Mckevitt, talks about how marketers use psychological tricks that  companies use to make buyers believe that what they want is actually a need. By selling the idea that if you buy that certain product it will guarantee happiness even if you can't afford it. Markets want to sell you stuff people don't need. McKevitt also talks about human needs, need to slow down because we are rapidly draining the earth's natural resources.

“Everything Now” is very informative not only because McKevitt is very persuasive, but he has the evidence to back up his claims. He explains how companies try to win you over by providing one little thing that the other brand does not have. For example he uses toothpastes as an example that “Nobody needs to have 120 different varieties” and he is right we don't need over 120 different toothpastes. Yet no one questions it and all we do is choose a brand without thinking beyond why we really need it. “Everything Now is enormously wasteful: a huge and unnecessary drain on the world's dwindling natural resources.” That goes to show how not only its affecting us, but the Earth very drastically.

Twitchell. James B. “What We Are to Advertisers” pp. 177-181

“What We Are to Advertisers” by James B. Twitchell talks about how advertisers are creating mass production to sell more products, so they never run out.  Twitchell then also talks about how there are different products for different people. Twitchell then goes on to to explaining the different audiences broken up into different categories. For example the Actualizers the people that have it already, Fulfilled people who are comfortable with having average think like a “town car”, and then Believers people who are more traditional.

In Twitchell's “What We Are to Advertisers” he explains and has a very good understanding on what he is trying to get across to the reader. He has very detailed examples such as people wanting stuff that matches who they are and if it doesn't match them they don't want it. “Since different products have different meanings to different audiences, segmentation studies are crucial.” Then he explains the different categories of people using VALS to describe the principle-oriented group that is made up of the actualizers, fulfilled, and believers.  Then comes the status-driven consumers group are the achievers and strivers, and then action-oriented group are the makers, hardworking people.

Craig, Steve. “Mens Men and Womens Women” pp .182-193

In Steve Craig “Men's Men and Women's Women”, Craig explains how advertisements use opposite genders to lure audiences for products. Craig talks about the four categories that identify people. Men's men which are other males who attract other men,and then there is the same for women as there is for males, and then there is men's women are women who attracts men and vise versa. Doing this helps to create ads that are designed to attract audience's emotions and pleasures.

In the article, Craig shows many supported claims which are true. Advertisers are smart and know what to use to sell using our emotions to buy a product. The maker of advertisement try to manipulate and deceive us from seeing the truth behind the commercial. They are showing the wants instead of needs by showing the things we need to satisfy our happiness. Other ways to grab audience attention is something that looks sexy, fun, and anything that makes a person happy. For example that sex sells burger commercials don't need to be sexualized, but they do it for sales and makes people happy because they think it will taste super good because a sexy woman eats it too. Craig does a good job on explaining how they use genders to attract genders and it's very effective.

Roberts, James A.“The Treadmill of Consumption” pp.123-127

In James A. Roberts “The Treadmill of Consumption”, he explains how people are never satisfied with what they own. They always want to have something more showing that they posses and have more than someone else. Nowadays the amount of what one owns with social status. Roberts basically says that we live in a world that never seems to understand the value of morals. Roberts article is very informative by giving you facts that people are materialistic and will grow tired of what they have, because they see other people with something newer. It's almost a competition among humans to see who has the most products so they can have a higher social status or so they can be bigger than the other person. At the end of the day who wants to be the outdated person no one so markets are influencing products that you don't need but will eventually buy.

Turow, Joseph. “The Daily You: How the New Advertising Industry is Defining Your Identity and Your Worth” pp. 228-234

In “The Daily You”, Joseph Turow explains the effect of advertising techniques and methods on consumers.  Turow gets the consumers attention by checking their online recent page visits, and where they have shopped over the internet. Turow needs to learn more about them in order to show what they like so it would be more likely they will buy that product.  There are  many online marketing techniques in Turow's book. Turow believes many ways change online marketing leading a person to get exposed to more stuff and ending up knowing more of what they like so Turow is able to use it.

In Turow's article it was very informative for the fact that he tells how we can avoid been targeted for example if we teach young kids about the consequences and not falling for traps easy it possible that they avoid being targeted.  Turow then suggests that regulations should be enforced by the government before they become bigger widespread social distress, because no one really knows how deep in ones life of breaching your privacy and social profiling activities are.

Kilbourne, Jean. “The Dangerous Ways That Ads See Women” Video

In Jean Kilbourne's “The Dangerous Ways That Ads See Women”, she talks about how she felt that there's an inequality in genders and how women were supposed to have unrealistic bodies have perfect boobs, and a skinny waist to be considered beautiful to men. Marketers promoted beauty because it sells she even describes how Beyonce one of the “beautiful woman” has her skin toned reduced to be light skinned and beautiful. Which then leads little girls to follow in having unrealistic bodies and them exposed to sexual products with thongs, padded bras, and high heels.  Therefore leading boys to look at girls as sex objects at a young age and following a repeating cycle. In Jean Kilbourne Ted Talk she is really informative and intriguing because she makes you really focus on what the message behind the picture. She explains how young kids are being exposed to sex at such a young age because it sales, and she is correct sex does sell. It has even reached to a point that food has reached sexual advertisement just to sell. Kilbourne is not alone trying to change this, there is a 14 year old activist named Julia Bloom, that made a petition asking to reduce limiting of photoshop and won. She then goes one to say that “This generation gives her hope.”

“Happiness Machines” -Video

“Happiness Machines”, is a documentary about how the world took shape and how today the human nature was has been shaping it in the past century. All starting from Sigmund Freud's ideas on how people had animal like instincts that we had to hide because they were super dangerous if not contained. All the way to companies adapting to people changing, which lead them to change in order to sell products. In the documentary there was many new things I did not realize that happened, for example people going to places to find themselves by other people not knowing what they were doing treating them horrible. All the way to using Riches ideas to setup how we act and live today. It was eye opening because we now use the ideas that Riche had by controlling who we are. Which leads to advertisers selling stuff that matches certain likings for different individuals.

Bernay,  Edwards L. “Engineering of Consent” -Video

In the video “Engineering of Consent”, they explain how modern consumers need to shift to Americas needs to a desires culture. They want to make people not just want a product they want them to desire it so it can sell. Even if their products just came out they want them to desire the newest product because it best suits someone. In “Engineering of Consent” it was a very interesting video because not only did i learn that companies make you want to desire a product, but they want you to buy a product even if you just got something new. It all starts by targeting unsuspecting vulnerable people that are uneducated to buy things they don't need but will buy them because they have been persuaded that they “need” that product.

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