Blog Post #7

Summary:
In the article "Master's of Desire: The Culture of American Advertising," Jack Solomon talks about all the different types of desires people have and ways that they are used in advertising. He claims that the American Dream has two faces: "the one communally egalitarian and the other competitively elitist," also allowing us to take account that we are living in this paradox. Solomon takes to account that even the finest details put into these advertisements affect the viewer and consumer. He mentions that what an individual wears, the shape of their face, and even accent or voice, can instantly create a “social status.” These advertisements are made to make the viewer feel fear, sexual attraction, or giver viewers hope by feeling better.

Response:
The topic that Solomon talks about that most got my attention was the “Live The Fantasy” topic. The reason is because searching through advertisements I found how well the ad makers apply sexual desires into products.The ad I found is called “Fiat 500 Abarth.” In this ad all men can live their fantasy through a car. This commercial taps into the idea of how in all men’s “sexual desires,” there is the dream of a beautiful, foreign model. With this car now all men’s “subconscious dreams and desires” are fulfilled and can have a beautiful, sleek, foreign vehicle, just like they could as if it was a woman. The women who is wearing a sleek, black and red dress (just like the sleek, black and red, leather seats in the car), uses her sexuality to make the scene climactic, by noticing an average looking guy, who seems like the opposite of a womanizer.