Democracy of Goods
Roland Marchand explores the advertising techniques use to attract mass amount of consuming American citizens. He analysis different ads that use particular style of advertising. This advertisements were successful because of the emotional connection adopted to the product by advertisers when they implied will be acquire with its consumption. In the essay ” The Parable of the Democracy of Goods,” Roland Marchand presents the parable of the Democracy of Goods as a narrative use by advertisers to persuade consumers to by products that will equal to any wealthy person
Advertisers use the parable of the Democracy of Goods in different forms to obtain the same emotion of equality. Marchand analysis the different ways advertisers use the parable of the Democracy of gods. He writes “In its most common advertising formula the concept of the Democracy of Goods asserted that although the rich enjoyed a great variety of luxuries, the acquisition of their one most significant luxury would provide anyone with the ultimate in satisfaction.” In other words, the parable of the Democracy of goods tells consumers, even though, the wealthy has access to many luxuries, but their most cherish luxury is available for anyone to enjoy. For example, Direct TV’s most recent commercial projects this style of advertisement. The commercial begins with an attorney getting ready to read the will of a multimillionaire testator to his family. The family gather together to hear the will consisted of his current wife before death, and his ex wife who he had a child with. The two women sit in front of the attorney, two men stand behind each woman. The man behind the young wife seems as if they have a love affair. The man, behind the old wife, is the testators and the woman’s son. The attorney then reads that the testator leaves his fortune to his soul mate Adrean, the young women. She smiles with suppress emotion. He then continues with the reading an says that the testator leaves his life long Direct TV program with 6,000 shows to his only son. The son then jumps with exaggerating joy. In this advertisement the parable of the Democracy of Goods is place on the cable program, and its importance for the wealthy and availability for any consumer will bring the same equal joy.A different advertisement technic that Marchand describes is the Democracy of Afflictions. He adds, “Some advertisers found it more efficacious to employ the parable’s negative counter part- the Democracy of Afflictions” (184).
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The Democracy of Afflictions tableaux was use by advertisers to tell their consumers that no one was immune to any afflictions, not even the most privilege; therefore, the solution was use by the wealthy, and was available for anyone to purchase. He notes “Another variation of the parable of Democracy of Goods employed historical comparisons to celebrate even the humblest of contemporary Americans as ‘kings in cottages’” (184) . This style focus on celebrating the common person. It argue that the most privilege of past time did not enjoy and will envy the “luxurious freedom and opportunity” that available for Americans to obtain.Advertisers did not stop there. When American’s “hungered for exclusivity” arouse, advertisers promoted access to the exclusion of the elite available for Americans. For instance, the Fiat 500 car commercial featuring Jennifer Lopez depicts the exclusiveness of the Fiat for the beautiful, successful women of America who come from modest less privilege environment. The commercial shows Americas number one most beautiful successful women, declare by many popular magazines, driving through the city of Bronx, New York, her home town. Jennifer narrates as she drives that this streets are a playground to her that teaches her to be tough. Consumers can relate to her inspiration and can be inspire to purchase the Fiat 500 as they relate to a similar background.
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The Parable of Democracy of Goods is use by advertisers to exploit a popular American belief on equality. By lighting the equality obtain by possession of goods, American society gives more important to the possession of objects; rather then, the possession of equal political rights. Marchard similarity writes “ Advertising visions of fellowship in a Democracy of Goods encouraged Americans to look to similarities in consumption styles rather than to political power or control of wealth for evidence of significant equality.”In his essay Marchard declare “Advertisers did not have to impose the parable of the Democracy of Goods on a contrary-minded public. Theirs was the easier task of subtly substituting this vision of equality, which was certainly satisfying as a vision, for broader and more traditional hopes and expectations of an equality of self-sufficiency, personal independence, and social interaction.” He makes it clear that advertisers fallaciously use American popular belief to satisfy their profit of having an audience associating their emotions to the object they advertise.
Advertisers use persuasion as a needs to lure consumers into purchasing their advertise product. They study American culture desires, and translated their wants to reflect into an object. Advertisers embrace the belief already existing with in American Culture and use it to their advantage. In Marchand’s essay, he presents the parable of Democracy of Goods as a anecdote advertisers practice to persuade consumers to consume their product under the assumption that the products, use by the wealthy, availability is a symbol of equality.
