History
To begin looking at the history of advertisements and car commercials we must first look at the people who began creating them; the advertisers. These are the people who owned and staffed advertising agencies. Advertisements originally "came disproportionately from middle- and upper-class Anglo-Saxon backgrounds"(Kirschner 58). These were usually well-educated white males who had roots in Eastern cities. Typically to sell their products these elite drew upon their own social settings to shape the content within the advertisements in the 1920s. In doing this, they ignored the working class and other ethnicities and races that also belonged to America at that time. Consequently this distorted the realities in American culture (Kirschner 58). People saw the advertisements and wanted what the wealthy upper-middle class had. With the promotions of a desired lifestyle of the elite, by the advertising companies, buying and selling became essential to America and the way to promoting this consumerism became something known as "The American Dream".The American Dream in Advertising
"The American Dream" is a narrative in which aspirations and desires are successfully achieved in a land of opportunity, typically The United States of America. The American Dream promotes wealth and achievement. It is usually portrayed with visuals such as; a big house in the suburbs, a white picket-fence, a nuclear family with a mom, dad, and two kids, possibly a dog, wealth, materialistic components, and opportunity. You can see how the history of how advertisements and how the upper-middle class distributers of this content shaped the views of Americans, by creating the American Dream. By constantly promoting this upper-middle class lifestyle American culture is drawn into its magic, therefore they want it for themselves. Self-fulfillment is celebrated through these advertisements, promoting that anyone can achieve the American Dream by working hard and buying into consumerism. Instead of people feeling good about their lives they yearn and desire for the life as described through advertisements. Ewen and Ewen authors of Channels of Desire: Mass Images and the Shaping American Consciousness, describe this as the "cycle of continuos dissatisfaction". Advertisers play upon the fears and aspirations of the public and create a consumerism "need". This desired "need" suggests if they buy the product they will achieve the American Dream (Webster 115).
From "The American Dream" to " The Hollywood Dream"
As we entered the 21st century the American world view shifted from the typical nuclear family and suburban life-style to fame seeking and luxury desiring individuals. It can be said now that the American Dream has since then faded out and the "Hollywood Dream"is its desirable successor, however the American Dream is still portrayed through many commercial advertisements. That being said, the Hollywood Dream also has its share in these advertisements, by using celebrities in car commercials. Promoting the luxurious Hollywood lifestyle of fame and fortunes, alike the American Dream, succeeds in selling consumerism.
Superbowl Car Commercials 2012
Both the American Dream and Hollywood Dream are key components to this year's 2012 superbowl commercials. It can be seen in each commercial how our American cultural views help sell products (in this case cars) and ultimately sell consumerism by promoting a desired lifestyle.
Old Advertisements (Before Commercials) and How They Portrayed the American Dream:
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| Promoting Family values in the American Dream. With this car you can experience the upper-middle class family life-style. It's great for any size of family. Travel and experience the world. |
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| Promoting the elite lifestyle where the car does the work for you, no need to do manual labour. |
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| Promoting achievement and adventure. If you get this car, you can do anything. |
