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The American Dream in Advertising: Dominance, Achievement, Prominence

Explore how American society's need for dominance, achievement, and prominence is reflected in advertising strategies and the pursuit of the American Dream. Discover the power of images and the desire for success portrayed by Sony and Dell advertisements.

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The American Dream in Advertising: Dominance, Achievement, Prominence

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  1. By: William Zajac The Need to be the best

  2. Thesis • These promotions illustrate American’s need to dominate, achieve, and be prominent by employing a cunning use of techniques and compositional features that paint a distinct image of their intended angles of vision.

  3. Advertising and the American Dream • “…the American dream breeds desire, a longing for a greater share of the pie.” – Jack Solomon • Americans desire more, they crave improvement and excess. • An Image sells well • Americans want to own anything, and be able to do everything

  4. Sony Vaio Advertisement

  5. Dell Advertisement

  6. The need to dominate, achieve, and be prominent. • The Need to Dominate – “This fundamental need is the craving to be powerful – perhaps omnipotent.” (Jib Fowles) • Sony - Power to buy • Dell - Master of everything • The Need to Achieve - “This is the drive that energizes people, causing them to strive in their lives and their careers. -” (Jib Fowles) • Sony - Successful Image within grasp • Dell - Ability to achieve at any and everything • The Need for Prominence - “the need to be admired and respected, to enjoy prestige and high social status.” (Jib Fowles) • Sony - The business man is powerful, wealthy and individual • Dell - Something to be admired

  7. Compositional Features • Sony • Man needs his laptop to succeed • Wearing contrasting colors • Camera Angle • Dell • Handles everything with ease, very calm • Wearing contrasting colors • Center of ad

  8. Refrences • Bean, J., Johnson, J., Ramage, D., (2009). Allyn & Bacon Guide to Writing with MLA Update of Fifth Edition. Boston. Pearson Custom Publishing. • Fowles, Jib, (1982). Advertising’s Fifteen Basic Appeals. Et cetera,273-290. • Lightweight Like No Other.[Advertisement]Retrieved February 8, 2010 from http://www.adsneeze.com/media/2008/02/sony-vaio-ads.jpg • Solomon, Jack. (1988). The Signs of our time. Tarcher. • There are no prizes for juggling one ball really well.[Advertisement]Retrieved February 8, 2010 from http://www.davidzinger.com/wp-content/uploads/dell-ad-smaller.jpg

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