2.13 Essay #1 Final Draft 205. Literature & Language Essay

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Consumer culture
Various strategies are employed by marketers or advertisers to persuade consumers into purchasing their brands. Advertisers continue to create appealing content that influences the consuming behavior of the masses. They use subtle signs such as images and objects to achieve their marketing goals. Status symbols are the most effective way for marketers to influence consumer behavior in TV commercials.
The more factor is powerful tool marketer employ to drive their sales. It is deeply ingrained in the American culture and is derived from the frontier era when only the horizon seemed to limit the American dream. The frontier era occurred during the 1800s when speculators targeted luring railroads in unsettled areas. The goal was that the railroad would eventually create a real town that would offer them lucrative returns (Shames 76). People believed that America offered endless opportunities for growth and development.
The frontier created optimism that led many Americans to be economically ambitious. It shaped the way of doing things with more Americans believing in pursuing more material possessions for themselves. As a result, marketers exploited this American cultural phenomenon to promote their products (Shames 77). Many ads feature brands persuading consumers to acquire more cars, electronics, or designer clothes.
Brands use specific signals in their promotional campaigns to indicate that purchasing their product enhances prosperity. For example, the 2016 “Taste the feeling of Summer with Coca-Cola" commercial illustrates this concept. The commercial shows how people on a summer beach in the Philippines are drinking cold Coke while enjoying the warm weather and seas. The ad creates an image of comfort and enjoyment in the eyes of viewers. Drinking Coke is associated with a life of abundance as people are seen consuming the beverage in yachts across deep seas (Coca-Cola). This kind of tactic used by Coca Cola makes its brand symbolize affluence in the minds of their consumers.
Today’s world features an endless array of commercials seeking to convince consumers that purchasing a particular brand will bring them happiness. Marketers engage in massive and aggressive promotional campaigns that seek to remind consumers of the benefits of their products continually. They create an illusion that the product is a necessity. Marketers have created an environment where there are plenty of brand choices that promise convenience and comfort for consumers. It is common for advertisers to use slogans such as ultimate joy, maximum satisfaction, or better ...