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Ads often seek to associate their products with the glamour of power, wealth and fame. Professor of History Roland Marchand calls this appeal the parable of the democracy of goods. In common advertising use since the 10s, this parable says that the wonders of mass production and distribution enabled every person to enjoy the societys most significant pleasure, convenience, or benefit. . . . implicitly defining democracy in terms of equal access to consumer products. Anyone can enjoy, this argument goes, the same products and services as the rich and famous.
This ads use of former president John F. Kennedys image is no random choice of hero figures, either. Kennedy name is strongly associated with the space program.Note that space has often been called the Last Frontier. Kennedy called his political agenda the New Frontier. The powerful metaphor of the American frontier connotes limitless potentials for freedom, wealth and opportunity. This metaphor, Marchand asserts, was transposed onto the consumption of goods in the early twentieth century, after the real American frontier had been closed and tamed; advertisers began to evoke images of the frontier to sell goods. Considering this web of associations, why would Hitachi want to connect Kennedy and the 160s space race with its laptop computers?
Roland Marchand, once a University of California professor, discusses two parables involving methods of advertising in his book entitled Advertising the American Dream.The Parable of the Democracy of Goods uses an advertising strategy to convince the middle-class public that they can possess an item more commonly possessed by the rich.The Democracy of Afflictions is another strategy involving advertisers play on peoples insecurities.This type of advertising attempts to convince the public to purchase the advertised item in order to prevent something undesirable from happening.The Iomega ad is a perfect example of the parable of Democracy of Afflictions.The ad is selling computer hardware to prevent the loss computer files.It is attempting to correlate our dependency on automobile insurance to a new type of insurance for our computers--the Zip 50MB USB drive.The Iomega ad portrays its drive as an insurance policy for computer files, thus providing the family the presumption of relief from inconvenience and expense if there is damage or loss.
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