Reading Response 7

1 – The central contradiction in American culture that Solomon identifies is the fact that even though America represents the freest most egalitarian society of age, everyone strives to be different from each other. So the country represents a belief in the equality of people while the citizens of that country all strive to ‘rise above the cloud and attain a social summit beyond the reach of ordinary citizens’. Ordinary citizens, in this case, represent the group known as ‘everyone else’. Even Solomon is part of the crowd. He states that he is running the race by starting sentences with words such as ‘We Americans…’ The American contradiction, however, is presented by Solomon in a positive manner. He says that it is fundamental to the structure of American society. Assuming that American society is doing well this contradiction becomes a powerful tool and is supported by Solomon.

2 – http://www.youtube.com/watch?v=6zkZ3f8DnKs
This makes people that don’t speak very good English feel guilty by making them self-conscious about their embarrassing language skills. These are the people that are ‘accused for their social transgressions’. After feeling guilty about not knowing English they would seek the help of the advertiser as to make them feel less-guilty (as Solomon puts it, innocent). To feel like they’re doing something about their problem. It is presumed that the person feeling guilty is in violation of social standards; this is the transgression that is taking place.

The central contradiction in American culture that Solomon identifies is that Americans tend to want to rise above their peers and stand on a social summit, but are hindered by the fact that there is equal opportunity, which helps prevent any such rise. In order to set one person away from the rest, certain objects can be obtained that the general public cannot have. This is usually because of either a lot of money, or knowing the right people. However, even with little thought of becoming better than the rest, Soloman provides many examples that relate to the general public. Just because something isn’t the best doesn’t mean that it isn’t high quality. He gives an example of whiskey which presents two completely different marketing techniques, yet many people choose the country home-style of Jack to a more sophisticated brand.
http://www.youtube.com/watch?v=RUkBu7dKUc0
This advertizment was used to target mother caretakers that were not good at cooking. The mother used to be expected to make meals for the family, and she apparently was having trouble. The mom felt guilty for not providing food for her family, so hamburger helper was there to assist her. The transgression is that a mother should know how to cook, so the product helps alleviate the trouble by being able to make a healthy, yet easy meal.

1.)The contradiction is that in our culture everyone is presented as “equal”, yet everyone wants to be better than the rest. People want to be distinct and be more privileged than everyone else. This is handled by advertising different products in ways that either make someone feel special because they own that product or make them feel like they belong for owning a certain product. The example of the Cadillac ad attempts to make people feel that if they own a Cadillac, they are somehow better than the people that don't own one. Other products are advertised to make someone feel that they belong and are not in a group by themselves. These products make people feel that owning this product makes them the same as everyone else, not singled out or a loner.

1. Many immigrants come to America with a promise of equality or, in other words, a chance to make it in this world. However, once they have arrived, they begin to see just how tough it can be due to the competitiveness of our nation. People in our society are constantly trying to “keep up with the Jones’,” as the saying goes. Solomon proves his point by using examples seen in advertising. He shows how Porsche improves their image by showing men (and possibly women) what they really want.

2. http://files.meetup.com/215937/Advertisement%20-%20Darryl%20Deighton%20....
I chose this example because this link pushes patriotism. Much like propaganda from the World War II era, this piece of advertising wants you to fell unpatriotic if you choose not to sell your property through this guy. Hence, so as not to be looked upon as unpatriotic, you will be more likely to call this guy about selling your house than another competitor.

The central contradiction in American culture is the notion that everyone is equal and important, while everyone is really just trying to get ahead at the expense of others. Basically, Democratic ideals say that all men are created equal, but we constantly strive to make ourselves stand out from the crowd in a democratic nation.
Solomon handles this contradiction with a lot of venom towards the advertising groups. He seems to view ads as a fan to the flames of consumer desires to get ahead, with ads tapping into our primary DESIRES of worth, acceptance, love, power, sex, etc. in order to get us hooked.

2. There's a lot of guilt advertising regarding humanitarian pursuits such as poor people, pets, abortion, etc. Sort of like, "you're doing well, so you should take the time to help others." or "your pet is your good friend, take care of him" or "you might not feel like you're affected by abortion or genocide, but as a person you ARE affected." and so on.
http://www.youtube.com/watch?v=dYL_lP2JWvQ

Things like this. You will find it horrible, and then even if you have never dumped a pet...don't you feel a bit guilty? A bit mad about it? A bit riled up and ready to prevent such things?

1) The central contradiction in American Culture is the battle vs equality and separating ones self to be the winner of the American Culture. At the same time we try to be pro-American and try to grab the largest slice of the pie as possible. He handles it by stating it matter-of-factly. I fully agree with what he says on the topic. It does however scare me to think that this is how we are. This is what America REALLY means. Is this how we are seen in other countries? Its a scary thought.

2) http://video.yahoo.com/video/play?vid=1111565000&fr=yfp-t-501

Honda: The most fuel efficient company in America. The instance of guilt taking place is that considering the world is in some what of an energy crisis, ultimately causing gas prices to skyrocket, if you aren't getting a Honda then you are using more gas than you should be. So by not getting a Honda you are spending more money than you need. Heck, if we were in world-war-2 era times that would have been considered downright unpatriotic!

The contradiction that Solomon presents is how the American Dream "has two faces." He basically says that the American dream talks about virtues of equality, that individuals strive to be different, and to rise above the rest of the crowd. To illustrate this, he uses an example of how on the outside a crowd of people may noisily cheer for the same teams, but on the inside each one of them wishes they could be the star quarterback or center of attention. He believes that the nature of a democratic society forces the need for people to try to rise up and stand out from the crowd. He presents the opposing side as the need to "belong" and how advertisers can market similar products in either way. He uses the example of whiskey to show how Johnnie Walker advertises its product to appeal to peoples sense of prestige, while Jack Daniels would appeal more to the average person.

I don't have a link to post to any specific example, however the most common example I can think of would be for charities that are soliciting donations. These are often sent out as a direct mail, and they tell about the charity and how they need money for whatever reason. The usually include some sort of "gift" such as address labels. The implied message is that you would be a lousy person to keep the gift and not give them a donation.

1. The central contradiction of this article is basically the idea of the "We're all in this together and striving to achieve a higher quality of living." When it is compared with the "true nature" of our society, meaning that people are trying to get wealthy and leave others in the dust. This type of nature is described as elitism. He goes into detail about why we as Americans are actually striving for elitism. He uses the examples of status symbols such as cars and even expensive dogs. He states that we are manipulated by advertisements rather than persuaded.
2. http://video.google.com/videoplay?docid=-4226776328418754991
It tries to instill a sense of patriotism in the viewer to buy their truck basically. Car companies have done the same thing in the past with car commercials when cars such as the Seville started falling behind European cars. It basically tries to play off the fact that the US was/is in a stance of greater patriotism due to what's occurring around the world currently (war for example). Therefore, they are hoping the viewer will feel compared to "support" the US as opposed to other foreign companies.

America is a very interesting nation in that many of the ideas it stands for are directly and continously contradicted by the actions of its citizens. Solomon points out perhaps the most important or central contradiction in American culture today. America tends to represent and protect the idea of equality and equal rights, whereas each of her citiznes constantly dreams of 'rising above the crowd." Solomon says the Americand dream has two, completely contradictory faces. One of those faces is the idea of an egalitarion society, and the other face is the elitist society created by American citizens. Solomon quickly connects this contradictory nature with marketing and advertising, saying consumers are 'manipulated' into buynig products and not 'persuaded.' He says that Americans are practically guilted into buying certain products. The example of this which Solomon talks most about is with the automobile industry, and their methods of advertisement. He focuses on Cadillac and one of their advertisments which, by means of their presentation, Solomon says, they portray the idea that "I'm special and so is this car." This is a direct appeal to prestige and the pride of the American people. If you own this car then you must be prestigous or important.

The most common advertisements which guilt consumers are typically ads for donations. They will always show starving children or homeless people in the commercial and then ask the viewer if they can enjoy a nice hot meal knowing this poor person is suffering. However, guilt advertising is present in a lot more places than just ads for donations. For a perfect example, follow this link!

http://video.google.com/videoplay?docid=-4792689965619384476&q=anti+drun...

1) The contradiction is how Americans take some pride in having everyone in this land considered equal, but yet every single person in the country strives to be something great, something better than the "average" person. So, people are trying to be equal, but then secretly trying to be better than everyone else. Solomon explains that this is the very contradiction that makes America what it is. This contradiction pushes our society forward.

2) http://www.businessweek.com/the_thread/brandnewday/archives/army.jpg
This ad states "Do as our forefathers did in 1776." This also implies that if you do NOT join the army, that you are not living up to the American name or that you are not patriotic. This is, of course, very bad, because no one wants to be labeled as a terrorist or red back, or someone opposing the US in general... (I'm not sure what war this ad was made for).

Solomon identifies the American dream as being both “communally egalitarian” and “competitively elitist,” simultaneously. Nowhere is this more apparent than in the disparity between peoples’ desire to be ‘individuals’ and their desire to be part of the group.
Democratic societies encourage competition and, as Solomon says, “breed desire for social distinction.” Because of this “anyone can be president” mentality, traditional traits distinguishing the classes from one another –– accent, posture, etc. –– have disappeared and everyone is essentially the same, at least as far as behavioral markers are concerned.*
As a result, symbols of status are now manifested only in the material, which explains the core values of today’s American dream –– the impulse to buy bigger and better. Marketers are acutely aware of Americans’ aspirations, and they manipulate the American Dream in order to sell the product –– in so doing, they perpetuate the American Dream.
*(I disagree with Solomon here –– education plays a major role in behavior, and education is purchased. Of course, if even education has been reduced to materialism, then perhaps he has a point?)

“Don’t let war affect the lives of children.”
http://ie.youtube.com/watch?v=7MAYrF1PDks
In this UNICEF anti-war ad (from Belgium), the advertisers ‘guilt’ the audience into believing that thought they may not have contributed directly to the bombing of other countries, etc., their failure to do anything to stop it makes them guilty in some capacity. By using a cartoon familiar to many generations –– the Smurfs –– the advertisers manage to “bring the war home,” guilting people into giving to UNICEF.

Question 1
The central contradiction that Solomon points out is that the "American Dream" goes against the American promise of equal opportunity. In order to achieve the dream you have to have opportunities, either givin to you or created for yourself, that gives you an edge on the rest of the population. We may all have the potential to reach "American Dream," but there is no guarantee that we will be presented with the opportunities needed in order to fulfill that dream, even if the opportunity exists. He essentially says that this contradiction must exist in order for our America to operate as a capitalist nation, and some may argue is at the heart of the term "the American way."

Question 2
http://www.youtube.com/watch?v=nojWJ6-XmeQ
If you don't use condoms you'll unleash a terror on the world and you'll feel guilty about your lack of parenting skills and that one night stand that has effectively ruined your life and the lives of those who have to witness this. Ok, that might be a little over exaggeratedly, but you get the point.

1. The main contradiction in American culture is that we as a nation value our so-called equality, and yet at the same time we strive for elitism and social distinction. The ultimate goal of many Americans is to climb the social hierarchy, which in itself is a contradiction of social equality. He seems to look down upon this concept. He doesn't directly say that this idea is bad, but he ties this contradiction to the idea of advertising, and in this section in the article, Soloman points out that because we strive for greatness, the advertisers have an easier time packaging products. As Soloman points out, by labeling certain products as high-class, or above the competition, are able to, "exploit the discontentments fostered by the American Dream."

2. http://www.youtube.com/watch?v=kw03nalTAMQ
This is basically a commercial for orbits gum. In the commercial the woman is seen dropping a bagel on the floor and then eating. She subsequently puts dirtier and dirtier things in her mouth. Her coworkers look in disgust until a very clean looking woman offers her to chew some orbits gum. After chewing the gum, it shows the woman with a smile and completely clean teeth.

1 - No American would argue with the saying "This Land is My Land, This Land is Your Land" as a representative of the American culture and way of life. However, the contradiction is, no matter how true this is, it is leaning more and more toward "This Land is My Land, This Land is My Land" with the point of view of many, their desire and egotistical selves (most likely including myself as well) to strive for the top, and reach the unreachable. When given freedom, people strive to be the best, even if it is unattainable. It would appear he handles it by making the consumer always right in advertising, so they see what they believe, such as with the example ad, "I'm special - and so is this car." If one sees what he believes, he/she wants it.

2 - http://kleercut.net/en/files/IHTad.jpg
This ad makes you feel guilty, as you're causing global warming. It makes it sound as if the Kleenex Tissues you use are single-handedly the culprit, and you MUST stop using them immediately, or else you are guilty of causing global warming.

I think what Solomon is getting at is very obvious in American culture today. More and more people, especially from Mexico, are coming here for a promise to get more than what they already have. This, however, is not a new thing, because it's what America was founded on. People left Europe, because they wanted something more -- religious freedoms. The only difference now is it's for monetary freedom.
I think most commercials use the concept of guilt, especially the food commercials nowadays. Everytime you go to McDonald's, a certain Subway commercial may come to your mind about ordering the "Thunder thighs" combo with an extra paunch.
http://www.youtube.com/watch?v=TxqRg2Nohso

1. The central contradiction that Solomn identifies is that the one thing people came to america to get is the one thing that one exists in thought. Even though we are living in a supposed to be equal all we try to be is different and better then everyone else that is why he says are advertising is manipulation. The reason for that is that we all want to be the manager, ceo, the quaterback and that is how our ads are directed at us to be better and more individual. Therefore making us less equal and more on the fact that what we own defines us.

2. http://www.visit4info.com/details.cfm?adid=21278 The idea of guilt is that wif you use this product as a male no matter what you look like you can get any hot girl that you want because with this body spray even a manican can get a hot girl.

The central contradiction in American culture that Solomon identifies is that it contradicts itself. The culture has "a desire for unequal soceal rewards, a ferocious competition for privilege and distinction." Even though all professions are accessible to everyone it is one's own energies that make us ambitions. We want to rise above the crowd and be more than ordinary citizens. This might be a free country and we all are "equal" but inreality we don't want to be equal, we want to be BETTER that others.

I couldn't find a link to the ad/commericial that i was looking for, but a common example would be the commericials that they have on tvs about adoption or donationing money to childern in other countries. They make you feel like you should do something about it and give you "guilt" because you haven't helped in anyway.

Solomon identifies that in the United States, what is called “the American dream” is itself a contradiction because of its two conflicting components. Americans dream of equality, where every person is treated equal regardless of race, class, or sex, but there is also a system set up where people strive to rise above the crowd, and attain higher social status. This doesn’t make sense because these are two completely different, counteracting forces.

I found a video on YouTube called “Lippersons” which is a mock guilt ad for a fake grocery store called Lippersons. It describes Barbara, a stocker at the store, who only makes 3 British pounds per week, and she has four starving children. The viewer is asked to buy from the store in order to increase revenue, so they can pay Barbara more, and so her children don’t die of hunger. The presumed transgression in this case is the assumption that the viewer has not shopped at Lippersons. “Salvation” is offered through purchasing groceries, which allow Barbara to have more money, and feed her family. Here is the link: http://www.youtube.com/watch?v=J520aAIjWDg

1) According to Solomon, the central contradiction of American Culture is that we value equality and promote egalitarianism while simultaneously valuing social distinction and promoting selfishness. He handles it by passing it as a necessary component of Democratic societies and suggests that advertisers could do less to take advantage of the subconscious selfishness of consumers.
2) Anti-smoking campaign ads depict chalk outlines of people on the street and claim that this many people die each day from smoking. It functions by making the viewer feel guilty about smoking or purchasing tobacco products. The presumed transgression is the support by consumers of a product that kills many people a day.