the vast majority of the petitions. As self-directed as Americans pretend to be, in the last analysis we remain social animals, hungering for the positive, endorsing feelings that only those around us can supply. But before anyone despairs that advertisers have our number to the extent that they can marshal us at will and march us like automatons to the check-out counters, we should recall the resiliency and obduracy of the American consumer. Some of this surprising observation may be a matter of definition: the Jordache ads with the lithe, blouse-less female astride a similarly clad male is clearly an appeal to the audience's sexual drives, but the same cannot be said about Brooke Shields in the Calvin. Sometimes the aesthetic element is expanded and made into an ad's primary appeal. Any product that advertises itself in superlatives-the best the first the finest-is trying to make contact with our needs to succeed. The need to feel safe. Morning Breath" that causes the male and female models to avert their faces.
Or, for something more upbeat, sing along with the Pontiac choirboys. Since this article has existed over 30 years, even the advertisements platform and society has changed.
Is there anything inherent to the connection between Salem cigarettes and mountains, Coke and a smile, Miller good sat and act essay scores Beer and comradeship? When Visa claims, "You can have it the way you want it yet another primary motive is being beckoned forward-the need to endorse the self. Miller Beer promises that afternoon "Miller Time" will be staffed with three or four good buddies. If we don't use Scope, we'll have the "Ugh! In his Understanding Media, the first Sentence of the section on advertising reads, "The con- tinuous pressure is to create ads more and more in the image of audience motives and desires.". In some economies, consumer wares are scarce enough that no advertising at all is necessary.