America Underclass - 1228 Words

It is believed that there is a tension between social classes in America. Typically, people of lower classes choose to imitate those of higher social status. As a result, advertisers have a tendency to take advantage of this tension in order to profit from people of the lower and middle classes. In The American Upper Class, G. William Domhoff says that exhibiting high social statusÂ… is a way of exercising power (Domhoff p.34), which is something important to all social classes. According to Judi Puritz Cook, author of Consumer CultureÂ…Sales Discourse, advertisements in print as well as in visual media seem to create the promise of status mobility through consumption (Cook p.373). In the article, Puritz explains how television†¦show more content†¦A person living a middle class lifestyle would be attracted to the feelings presented by the advertiser. Mantsios supports this theory by saying, As curiosities, the ground-level view of street life and the inside look a t the rich and the famous serve as unique models, one to avoid and one to aspire to (Mantsios p.34). Mantsios explains that the lower and middle classes aim to bear a resemblance to the upper class. Domhoff also supports this theory when stating, In sociological terms, the upper class comes to serve as a ‘reference group (Domhoff p.165). Domhoff s statement leads you to believe that other classes do use the advertisements they see in upscale magazines such as Vogue and Elle as a model to imitate an upper class way of life because of its charm and status. Lastly, many magazines, such as Cosmopolitan and InStyle, appeal to a middle class audience rather than the higher classes. In many of these magazines there are articles dedicated to teaching the viewer how to display characteristics of social status for a portion of the price. In Cosmopolitan, an ad for Suave hair products shows two women with beautiful hair shopping at a boutique. The description reads, Suave gives you the same great look as the more expensive brands but at a fraction of the price. It is understandable that not everyone has the funds needed in order to go toShow MoreRelatedEffects of Communication Technology on American Society1757 Words   |  7 PagesAs a postmodern society, America faces many and new challenges every day. The unstoppable development of technology that has credited us as a powerful country seems to be impacting the American society in more than just a positive way. As our country evolve and develop new and more amazing technologies, the soci al interactions tend to decrease. 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