The Effect Of Advertising On Men As Consumers From 1880-1930 And Its Research Paper

The Effect Of Advertising On Men As Consumers From 1880-1930 And Its Impact On American Culture - Research Paper ExampleConsumption has long been rudimentary to American identity, culture, economic development and politics (Glickman 1), and it has been termed as the national pas sentence of the United States. Consumerism or the motley ideologies and movements built around consumption forms the core of economics and politics. America is known as a consumer golf-club, this concept includes material wealth, infrastructure, an economy dominated by mass production and mass consumption, political factors and the pastorals national identity. It is essential to study the male consumer to break the association of consumerism and consumption with women and feminity which distorts historys perspective of gendered consumerism. The Role of Men in Consumerism and Advertising Swiencicki (p.238) states that American men consumed around twice as many recreational and leisure goods as women, spe nding about 30 percent of the familys income for this purpose. Further, male consumption and consumerism are neither marginal nor dependent on women. Late-Victorian, non-rural white men appear to befuddle spent a great deal of free time consuming numerous goods and services. However, it would be wrong to consider either men or women as the primitive consumers. Men are primary consumers of commercialised leisure, entertainment, and recreation while women are primary consumers of domestic and family goods (Swiencicki 238). ... The Role of Men in Consumerism and Advertising Swiencicki (p.238) states that American men consumed about twice as many recreational and leisure goods as women, spending about 30 percent of the familys income for this purpose. Further, male consumption and consumerism are neither marginal nor dependent on women. Late-Victorian, non-rural white men appear to have spent a great deal of free time consuming numerous goods and services. However, it would be inaccu rate to consider either men or women as the primary consumers. Men are primary consumers of commercialized leisure, entertainment, and recreation while women are primary consumers of domestic and family goods (Swiencicki 238). concord to Heilmann & Beetham (pp.127-128), women are responsible for 75 percent of purchases, therefore advertising should be subtly modified to spark off women to buy. Women are understood as responsive to visual and emotional appeal. Hence advertisements aimed to offer a overconfident image of women which they would like to identify with. For example, using New Woman imagery, a series of advertisements for brandy run in BIZ in 1923 featured women several times larger than the men in the picture. These advertisements with an underlying flirtatiousness visualised men as dependent on women who were stronger than them, and also appeared reassuring. While the woman is depicted as constitute coquettishly, the tiny man pleads with her to allow him to have some of the brandy she holds in a bottle behind her back. Similarly, a robin in a top hat perches on a womans gift to drink the brandy she holds. On the other hand, Swiencicki (p.214) argues that pre-Depression, white men consumed many commodities that were non purchased by women. Many if not most mens leisure and social