Democracy Of Goods

NG-300
Mr. Davis
Derek Koehler
8/2/10
Democracy of Goods

After reading “The Appeal of the Democracy of Goods”, written by Roland Marchand; I soon understood the democracy of goods method. It’s quite simple, people want what they can’t have; especially society envies the rich and their possessions. The method applies to the consumer’s state of mind they can afford to by this product, and creates a state of need for the product presented. Women are indeed a common target to advertisement, for example “Soap reassuringly related how one housewife, who couldn’t afford a $780-a-year maid liker her neighbor, still maintained nice hand by using Ivory soap ( Marchand.) The key is to allow consumers they can enjoy the benefits of mass production and society can enjoy desirable pleasures. The middle class and in fact any class can lead a life of those wealthy in society lead, in essence give other classes a sharing experience of the wealthy. A major point stated in the reading, though the rich may enjoy many luxuries, the rest of society can receive satisfaction, ultimate experience by just using a product of their choice.

Advertisements today stereotype their ads for certain persons such as: Teenagers and their interest to help aid a particular product. Sex has a major portion it can affect a certain product will appeal better to females or males. Such as cover girl selects females to look beautiful and promotes youthfulness to older consumers. Today ads attempt to appeal to a much more universal audience to convince a certain product for everyone, which is more difficult.

The ad that I chose was out of Golf Magazine, it promotes the new “Big Bertha” club made by Callaway golf. The ad shows pro golfer Phil Mickelson driving with this particular club, which appeals to fans whom would like to use the same clubs as their favorite golfers. However, this club is advertising to hit the ball long and incredibly accurate. Everyone wants their shot to be long and accurate; driving is an important portion of the game of golf. The Appeal of the Democracy of goods applies to my ad, which show that “Big Bertha” drivers have been popular over the years and creates a sense of necessity. It allows amateur golfers to purchase the same clubs the pros (multi-millionaires) use every day, perhaps improving their game. Though the knowledgeable golf knows professional golfers clubs are custom made; however, the sense of using the same club as the pros still remains.