Pre-Writing Instructions
1. Carefully read the following passage from “Masters of Desire: The Culture of American
Advertising” by Jack Solomon.
I can think of no company that has more successfully seized upon the
subconscious fantasies of the American marketplace--indeed the world marketplace--than
McDonald’s. . . . McDonald’s success can be traced to the precision of its advertising.
Instead of broadcasting a single “one-size-fits-all” campaign at a time, McDonald’s
pitches its burgers simultaneously at different age groups, different classes, even different
races . . . .
For children, there is the Ronald McDonald campaign, which presents a fantasy
world that has little to do with hamburgers in any rational sense but a great deal to do
with the emotional desires of kids. Ronald McDonald and his friends are signs that recall
the Muppets, “Sesame Street,” the circus, toys, storybook illustrations, even Alice in
Wonderland. Such signs do not signify hamburgers. Rather, they are displayed in order
to prompt in the child’s mind an automatic association of fantasy, fun, and McDonald’s.
Jack Solomon uses the example of McDonald’s to argue that advertising generally appeals not to
a consumer’s need for a certain product (in this case hamburgers), but instead to other, at best
loosely-related desires (such as the desire for fun, security, popularity, etc.). Solomon suggests
that advertisements sell illusions rather than goods and services. He claims that “the success of
modern advertising, its penetration into every corner of American life, reflects a culture that has
itself chosen illusion over reality.”
2. Before you write, you should think about questions such as the following:
Think about the advertisements that you come across on a daily basis on television, on the radio,
on the internet, in magazines, and in other ways. Do you agree with Solomon that advertisers
appeal to illusion instead of reality, using consumers’ longing for fun, love, friends, etc. to sell
their products? Can you think of examples of advertisements that appeal to these emotional
desires? Who is the audience for these advertisements, and how do these ads reveal that
audience’s specific desires and insecurities? Have you come across advertisements that represent
themselves as rebelling against these kinds of appeals? To whom do these ads appeal? Do you
think either advertising approach is successful? Why or why not? Do you agree with Solomon
that advertising illustrates that American culture values illusion over reality?
Writing Instructions
Write a brief essay in which you respond to Solomon’s argument that advertisements succeed
because, as a reflection of Americans’ preference for illusion over reality, they appeal to
consumers’ desires and insecurities. You may support, question, or modify his views. In any
case, support your own position clearly and develop it with explanations, examples or personal
experience.
Helpful Hints
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Don’t attempt to answer all of the questions in Part 2 above; instead, be sure to have a thesis
and develop it in a well-organized fashion.
Be as specific as possible; you may use examples from your own experience.
Don’t waste time on a lengthy introduction; get to your point quickly.