Exercise 2.1

The aim of this exercise is to identify the main idea of “Masters of Desire: The Culture of American Advertising.”

Estimated time: 30 minutes
Due by 9:30 a.m. Wednesday, October 10th 

Read the first section of “Masters of Desire”(from page 401 to page 406). Quote 1-2 sentences that you believe represent the thesis or main idea of the essay. Post your response as a comment below.

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15 Responses to Exercise 2.1

  1. Bridget says:

    “”Manipulate” is the word here, not “persuade”; for advertising campaigns are not sources of product information, they are exercises in behavior modification.”
    “This is fantasyland, a dream world promising instant gratification no matter what the facts of the matter may be.”
    These two quotes express the main idea about advertisement which tend to manipulate consumers’ minds by filling their heads with fantasies. Companies want ads to invoke our desires for their product in order to fulfill our dreams or impulses.

  2. Moshe says:

    “Manipulate” is the word here, not “persuade”; for advertising campaigns are not
    sources of product information, they are exercises in behavior
    modification.”
    This bold statement by Jack Solomon’s embodies the entire purpose of advertising/marketing. In this society, it is the easiest to manipulate the world to buy products that are not as useful as we think due to the fact of our desires. When society goes through stress it tends to feel an emotional urge to go for their desires, which are most likely the items that are extremely advertised.

  3. Yixiao Chen says:

    Main idea” For the semiotician, the contradictory nature of the American myth of
    equality is nowhere written so clearly as in the signs that American
    advertisers use to manipulate us into buying their wares.”
    This show that the American advertisers always sell the product to people that do not need them successfully.

  4. christos Kotsonis says:

    “Manipulate” the world is not “persuade”; for advertising campaigns are not
    sources of product information, they are exercises in behavior
    modification.”
    Jack Solomon’s is the reason of showing advertising and marketing. It’s vey easy in our life style in 2018 to get manipulate from businesses so they get us to buy their products. Even though they are not very useful to our needs. Some times we buy those products to feel better and happy about the product that we got even though we don’t really need all of those products that we buy. Most of the times we buy products that we are told to feat in like the others or to fulfill our needs in that moment of time.

  5. sumra says:

    “Appealing to our subconscious emotions rather to our subconscious intellects, advertisements are designed to exploit the discontentment fostered by the American dream, the constant desire for social success and the material rewards that accompany it.”

    From the above sentence, Jack Solomon has presented his main idea that is how the advertising companies work by using the subconscious desire of Americans to target their product. The marketing companies buy their consumers by giving them the feeling of luxury and class symbol.

  6. Irene Macias says:

    “…, advertisements are designed to exploit the discontentments fostered by the American dream, the constant desire for social success and the material rewards that accompany it.”

    From this sentence, Jack Solomon shows his main idea that all these advertisements companies want to get the consumer to buy luxury to feel accomplished, and to feel like they are pursuing the American dream or what they think the American dream is.

  7. “Manipulate” is the word here, not “persuade”
    “Appealing to our subconscious emotions rather than to our conscious intellects, advertisements are designed to exploit the discontentments fostered by the American dream, the constant desire for social success and the material rewards that accompany it.”

    Form those two sentence, Jack Solomon expresses advertisements manipulate American society, The marketing companies use the ad to evoke desire of consumers. They create a fantasyland in consumers’ mind in order to consumer buy their products.

  8. Xinmiao Xu says:

    “the American dream breeds desire”
    “America’s consumer economy runs on desire, and advertising stokes the engines by transforming common objects–form peanut butter to political candidates–into signs of all the things that Americans covet most.”

    Jack Solomon clearly express his main point from the above two quotes. He claims that advertising exploits the discontentments by the American dream; meanwhile, it satisfies people’s desire for social success.

  9. Sentences: “Manipulate” is the word here, not “persuade”; for advertising campaigns are not sources of product information, they are exercises in behavior modification. Appealing to our subconscious emotions rather than to our conscious intellects, advertisements are designed to exploit the discontentments fostered by the American dream, the constant desire for social success and the material rewards that accompany it.

    Meaning: These two sentences show the main idea of the essay because they explain how advertisers take advantage of the idea of the “American Dream” and peoples desire to be successful in order to get more money and business. They use people’s desires in their advertisements to make people believe that they are working towards their “American Dream” if they purchase their products. They get into the consumer’s head through their advertisements to ultimately persuade them to buy a certain item, so the business can then be more successful and be on top.

  10. Raj says:

    I think main idea is “Manipulate” the world is not “persuade”; for advertising campaigns are not
    sources of product information, they are exercises in behavior
    modification.”
    Advertisements are designed to exploit the discontentments fostered by the American dream, the constant desire for social success and and the material rewards that accompany it. Advertisers take advantage of the idea of the “American Dream” and peoples desire to be successful in order to get more money and business.

  11. Jackeline says:

    “For behind Americas mythic promise of equal opportunity, Tocqueville discovered a desire for unequal social rewards, a ferocious competition for privilege and distinction”(401)

    “For the semiotician, the contradictory nature of the American myth equality is nowhere written so clearly as in the signs the American advertisers use to manipulate us into buying their wares”(402)

    “Manipulate” is the word here, not “persuade”; for advertising campaigns are not sources of product information, they are exercises in behavior modification.”(402)

    • Jackeline says:

      Solomon expresses his main thesis most clearly with these three sentence from “Masters of desire: The Culture of American Advertising.” Through out his first six pages he talks a great deal about how American advertising reflects Americans constant need to show their class and lust for distinction in an egalitarian society that so faithful embarks on focusing in equality, a characteristic Solomon describes as a paradox.

  12. Brian Fong says:

    “the American dream breeds desire”
    “Appealing to our subconscious emotions rather than to our conscious intellects, advertisements are designed to exploit the discontentments fostered by the American dream, the constant desire for social success and the material rewards that accompany it.”

    These two sentences from “Masters of Desire” by Jack Solomon explain how the reader looks back into the idea of the American dream and how people work their hardest to achieve their American dream.

  13. Jahquan Martin says:

    “It is as if our society were a cast high-school game, with the bulk of the participants noisily rooting in the stands while, deep down, each of them is wishing he or she could be the star quarterback or the head cheerleader.”

    This sentence shows the main idea of Solomon’s essay because it shows how in society people will cheer for you but secretly wish for your demise so that they can take your place.

    “When an object (or puppy!) either costs a lot of money or requires influential connections to possess, anyone who possesses it must also possess the necessary means and influence to acquire it.”

    This also shows the main idea because companies use this idea that having expensive items is equivalent to people thinking you’re important to manipulate people into buying their products.

  14. Sherin Azad says:

    “For the semiotician, the contradictory nature of the American myth of equality is nowhere written so clearly as in the signs that American advertisers use to manipulate us into buying their wares. “Manipulate” is the word here, not “persuade”; for advertising campaigns are not sources of product information, they are excercises in behavior modification.”
    These two quotes express the main idea, because it shows how American Advertisers manipulate people to grow and sell their product.

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