Week 12.....

Dear Kristen, Pauline, Jenn., Ollie and Josh,

Well, that's the first semester nearly complete. Thank you for all your contributions and the regular postings that you have made. We have one final gathering next Wednesday to wind up and prepare for delights of the vacation. Make sure that you have all completed the required minimum of 10 posts and, with time on your hands(!), you may find inspiration and enlightenment on the "rags to riches" story in the BBC programme on Thomas Edison - this is a true version of the mythical 'Richard Hunter Esq.'

http://www.bbc.co.uk/iplayer/episode/b00wdjr8/In_Our_Time_Edison/
With good wishes,
John.

Ciroc Advert

The advert I chose is for "Ciroc" Vodka, which is an upmarket alcoholic drink. It was first introduced to America in 2003 and like many other celebrity endorsed products its popularity has sky rocketed. The main celebrity endorser of Ciroc is Sean Combs aka Diddy. This advert incorporates both the new and old of America as it is shot in black and white with Frank Sinatra as the soundtrack. Also featuring Diddy who is known by millions through his music, fashion line and other endevours it adds the modern and hip touch that may suggest the drink is to be enjoyed possibly not in a club environement but in a more classy way. This can be seen by the attire in which they are wearing and also the lavish surrounding, they are living the good life.

As with other celebrity endorsed products having some such as Diddy advertise the products can bring in a cross over of consumers from the people who he does business with(because it is seen as classy) and also the hip hop community and/or followers of this music. So it can be just as popular for an 18 year old rap fan as it can be for a 50 year old business man. On the other side of the coin the fact that it is trying so hard to make itself appealing to a younger audience may alienate it from the older one.

The above advert is only one of a number featuring Diddy, the drink has also featured in his music videos and there is even a song called "Ciroc Boys". 

 Below is an example of the extravagent lengths they are going to, to promote this drink:

"Although Champagne is the common celebratory libation of choice to ring in the New Year, Diddy and Ciroc are trying to change the tradition to include their “ultra-premium vodka.”
The constantly evolving marketing machine that is Diddy is offering the Mayor and City of New York $1 Million Dollars to change the New Years Eve Ball to Ciroc Blue. Although Diddy admits the proposal is a publicity stunt to help brand Ciroc to the New Years Party crowd, he does say that he just wants the colour to be changed, no logo. I guess given these hard economic times people might just feel the need to sip on something a bit more stiff than the traditional bubbly. Diddy doesn’t pose a specific use for the contribution but suggest using it to build parks, improve schools or for foreclosure “bailouts.” As yet there hasn’t been a response from the Mayors office.
In addition Diddy goes on to announce that the Ciroc street team in conjunction with the New York City Taxi & Limousine Commission will be handing out $15 taxi cab vouchers to New York party goers to make sure they get home safe"

Super Bowl Commercial

This commercial is a Snickers ad for the 2010 Super Bowl. Snickers is a product of the Mars Inc. company, there is not much information about Snickers on the official website (http://www.snickers.com/default.htm) seems they don't have much to say about their product, also on their website they have a product locator where you can search for the closest store that sells Snickers, slightly pointless as you can go into any shop and find a shelf full of Snickers.

The closing line for this commercial is “Your not you when your hungry. Snickers satisfies.” By using Betty White at the beginning of the commercial they're trying to show if you have no energy you play like an 88year old but if you have energy you will play like a tough 20 year old and Snickers is the thing to eat for energy.

By using stars such as Betty White and Abe Vigoda they're trying to reach out to a wider audience to sell their product, as some people may pay more attention to things like commercials if their favourite stars are in them. Adverts made for the Super Bowl have always been a huge thing in America there's been commercials done in sponsor of the Super Bowl by products such as Budweiser and Bud Light, Doritos, Pepsi, Reebok and many more, some of these commercials have been huge hits across the world too for example the Pepsi advert with Justin Timberlake.

American Values are shown through the nature of the American sport being played in the commercial, the Super Bowl is a major event in America and Football is a valuable sport to many American's.

MATERIAL AMERICA

http://www.youtube.com/watch?v=R41NNPBqRCk

Apple Inc is an American multinational corporation that designs and markets consumer electronics,

computer software, and personal computers. It is the most modern fabricator of gadgets in Amerika, based in California. This is a commercial of the newest gadget the ipad. Every item that Apple produces seems to be immensely popular not only in America but all over the world. Therefore Apple is definitely one of the most influential corporations in the globalisation of America, or the 'Mcdonaldisation'. The company actually decided to change its name from Apple Computers Inc to Apple Inc in 2007. This was for the reason that they realized how international and popular they were getting and they wanted to keep that status up.

This commercial shows simplicity and most of all how modern and new the gadget is, which is what Apple's items are all about. I think that this commercial and many other commercials of Apple are in a way a representation of the American Culture, because Apple's main aim is to keep its items small and simple to use, which in a way reflects on the way in which American people are seen as people who try to keep everything simple and casual. Not only is it a reflection of simpleness but definitely also in the way that Apple seems to bring out the most modern and sophisticated gadgets. Since America has been the most developed country for years this corporation seems to keep them on track in terms of technology. As said in the lecture I definitely think that America expresses itself a great deal in Apple's gadgets.The popularity of the Ipod, Ipad and Iphone has definitely given America a positive identity of development in technology and advertisement.

Dell Advert

This is an advert for the Dell Laptop. One of the biggest consumer items there is nowdays, with the laptop becoming smaller and more portable. This advert is an American commercial and encompasses many American values in it. The Company Dell is American, although we may not automatically think of it as being American as the laptops are more than likely made in Japan and China and not America. The advert makes it clear that Dell is the brand and it is pushed more than anything else within the advert- making sure that the audience if they take nothing else from the advert that Dell makes laptops for everyone.
It plays upon the image of the hard-working American man by producing an image of a man in overalls and a hard hat. These are both blue, suggesting an element of masculinity and therefore suggesting that the Laptops are made by people who stereotypically have the most knowledge of computers as it is seen as a masculine trade opposed to a feminine one. What is intersting is that the advert plays upon Fiske's idea of individuality - by empahsising the different colours that the laptop can be bought in, however this is not the case as it is being mass produced for a masss consumption audience and therefore there is a specific lack of individuality about the laptops. Much like the example Fiske gave of Jeans - the torn jeans became mass manufactured and took away from the individuality of them. However, with a laptop you are able to customize the background and settings, which regains this individuality element, however again these are from a list of pre-determined options which is limiting. The advert shows it'a american value as it makes an emphasis on the laptop being delivered which shows the American culture and the almost lazy attitude they have.

With regards to values, the laptop has a physical function of being able to take work with you and being able to communicate, be on the internet and have a whole world at your fingertips whilst on the move. The advert doesn't make the physical value clear as in this modern society everyone is able to recognize a laptop when they see one, and know the basic functions of them. The price is fairly expensive, and Dell is a brand associated with very laptops. If most people think of computers they think of Dell or Apple. And this price is able to be high as the brand is worthy it - and there is a fairly good exchange value as people will pay for the Dell brand and name. And Dell is not the most expensive laptop on the market, which makes them a popular choice, especially with the companys' good reputation. The ability to be able to charge a specific price is because of the symbolic value of the laptop. In the advert we see the branding of the different coloured laptops as the name is stamped onto them, and they are then wrapped up and ready to go, which shows that they now have the dell seal of approval and they are now desirable, like the sweets they are wrapped up like in the advert.

Horatio Alger

Horatio Alger is an author of more than 100 stories showing how poor boys can move up in the world from 'rags to respectability' through hard work and education which will lead them to success. Alger's message to his readers is that no matter where you come from you can succeed because the land in which you live is the land of opportunity. Horatio Alger shows hard work pays off through his book Ragged Dick as he shows he is given opportunities by showing his honesty and reliability and by becoming educated by having a friend tutor him and attending Sunday school.

There is a Horatio Alger Association which is a non-profit educational organization, established in 1947 to restore faith in America's youth that the American dream can still be achieved. The association is dedicated to the belief that hard work, honesty an determination can conquer all obstacles. The program has a scholarship program encouraging students to pursue their own version of the American Dream. There is also a Horatio Alger award which is given to people who are “dedicated community leaders who demonstrate individual initiative and a commitment to excellence as exemplified by remarkable achievements accomplished through honesty, hard work, self reliance and perseverance over adversity.” The association also has a annual international award for a individual who will receive it if they “have overcome humble beginnings and/or adversity to achieve success.”

A post I found on Yahoo, Sara Bilodeau argues that the myth of Horatio Alger is still alive and well in American culture and can be achieved by anyone who is willing to work had enough although it is easier for upper-class individuals to achieve their American Dream as they already have financial support behind them, they just need to maintain that wealth. I think that the dream of the characters in Horatio Alger's stories are not to be rich and extremely successful but to only have success so that your life would be less worry free for example, having a house or place to live and being able to pay rent or a mortgage, buying food and being able to eat three times a day. In the book Ragged Dick, Dick wants to grow up to be respectable, by societies rules he will only achieve that by the work he does and the house in which he lives, Horatio Alger shows he can achieve his dream and the key is hard work, education and determination to better yourself.

http://www.horatioalger.com/
http://historymatters.gmu.edu/d/4997/
http://www.associatedcontent.com/article/1899396/the_horatio_alger_myth_is_alive_and.html

Horatio Alger Contemporary

"Horatio Alger hero" is a common phrase in America, referring to the person who achieves success by his own effort in the face of great obstacles. Over 100 books with such heroes were written by Horatio Alger (1834-1899), whose stories of boys overcoming poverty were widely read in the 19th century. Yet Alger's novels are virtually nowhere to be found today. Bookstores don't stock them. The Houston Public Library doesn't circulate them (though it has a collection of them in a separate building for old books of historical interest). Few if any have read them today, even among those who admire heroic literature.


Occasionally, one reads about a famous businessman who was inspired by Alger, such as the stockbroker Victor Niederhoffer, who is a fan of Horatio Alger, and who has a complete collection of Alger first editions. Benjamin Fairless of U.S. Steel and James Farley of Coca Cola are other examples.

One of the perks of living in the United States is having the opportunity to achieve a higher standard of living than one's parents enjoyed. The Horatio Alger Myth is known country wide as being a proud national

 symbol of this economic empowerment. It is true that some Americans are able to achieve this myth within their lifetime, such as Bill Gates, but it is much more common for this goal to be obtained after several generations of hard work. Contrary to popular belief, it is not just the offspring of the upper-class that are able to obtain financial security. There are opportunities for those in the lower-class to become upwardly mobile.

To achieve the Horatio Alger Myth, education is the best route to success. With a high degree one is able to obtain a higher starting position within their occupation. Also, the higher the degree the more experience that person has going into their occupation. With a higher position comes more of an opportunity to associate with ones boss and make a good impression. Along with a higher occupational level comes a better benefits packet, this packet usually includes a good health plan, a pension, and more job security. With job security and a good benefits package, the person who receives them is more easily able to retain their current social standing and their children have more opportunities to increase their social standing.

Although it may seem that the Horatio Alger Myth is unattainable, that is not the case. The hard work that is required to fulfill the myth is slightly different from the hard work that was originally implied, however, the myth still holds true and success is obtainable to even the most humble of people. All that is needed is the drive to succeed and an education.

Axe Clean Your Balls Commercial

This advert is promoting Axe (Lynx in this country) shower gel in a very tongue in cheek manner. It uses masculine orientated humour to sell the product and create an appeal that has very little to do with the qualities of the product itself. It doesn't comment on the smell or the cleaning properties that make this product better in comparison to others in its category. It just uses the association with attractive women and clever jokes to create a symbolic value of the product that enables it to appeal to the right demographic of young males. The brand has over the last ten years or more become synonymous with these kind of themes in its advertisements. Invariably featuring how the use of their deodorant or shower gel will generate an instant irresistible attraction for women. This symbolic value has enabled a slightly inflated exchange value over similar products and also maintained interest in the brand amongst young males even though, it could be argued that the product is inferior to ones of similar value. In a mass produced market the makers of this products are exploiting an unceasingly prevalent ideology amongst young males that it is integrally important to be trendy and cool in order to attract the opposite gender. The metaphysical relationship to itself created by popular perception has enabled the brand to continue being purchased in large numbers thereby expanding its influence over material culture.            

Horatio Alger the Myth

Horatio Alger as an author had a very effective general formula for writing his stories that made them very popular. They would invariably start with a young boy who seemed to have been dealt a bad hand in life, they would be poor and quite frequently an orphan. Then through hard work and initiative as well as more than a fair measure of luck they would improve their station and move up the social ladder well on their way to 'becoming somebody'. These were known as 'rags to respectability' stories and became increasingly popular during the 'Gilded Age of America' towards the end of the 19th Century. 

Alger's stories became more than that though, during the first half of the 20th Century as the economy began to falter, social responsibilities grew and wider gaps developed between the classes they took on a glossy representation of what the 'American Dream' and 'the Land of Opportunity' could still be. They showed the people who were waiting in bread and dole queues that with consistent hard work and just that right occasion they too could take advantage of the social mobility available in the structure of American society. 

 So in the present day Horatio Alger is no longer really a name but a phrase synonymous, and associated with any story or situation involving an individual improving his social and fiscal standing. The Horatio Alger Association of Distinguished Americans presents yearly awards based on this idea.

http://www.horatioalger.com/   

This accolade is awarded to people they deem to have shown

'individual initiative and a commitment to excellence; as exemplified by remarkable achievements accomplished through honesty, hard work, self-reliance and perseverance over adversity.'

The idea behind doing this is to keep the ideas of Horatio Alger alive and educate continuous generations about the opportunities afforded them by the free market system in America. The association was founded in 1947, during a time of real despondency amongst the American public, in an effort to prevent the disillusionment about the 'American Dream' transferring to the youth of the time. The qualities they promote are very admirable and beneficial to society in general especially since the candidates they award the prize to have to have a strong commitment to assisting those less fortunate than themselves.

There are many people who in this day and age don't recognise Horatio Alger stories as a representation of something still attainable in a overpopulated country with an increasingly restricted economic market. These people tend to agree with the theory of social Darwinism that if one person succeeds (the fittest) then other people are unable to (the weakest) that runs in direct contradiction to the main message of Alger's stories that with enough hard work and perseverance anybody can become a success.  

One of the people disagreeing that i found is Harlon L. Dalton who is Professor of Law at Yale Law School and an ordained minister in the Episcopal church. In an essay entitled simply 'Horatio Alger' he argues that Horatio Alger's influence is not only a myth but that the myth is actually socially destructive. To demonstrate this he gives many examples of the other influences, whether favourable or detrimental, that effect an individuals possibility of achieving success. He specialises in issues of race and therefore spends a lot of time interpreting Alger's message in relation to friction between White's and Black's but the section that best sums up his theory on Alger is the last paragraph.

'for it broadcasts a fourth message no less false than the first three—that we live in a land of unlimited potential. Although that belief may have served us well in the past, we live today in an era of diminished possibilities. We need to, make a series of hard choices, followed by yet more hard choices regarding how to live with the promise of less. Confronting that reality is made that much harder by a mythology that assures us we can have it all.'

The whole essay can be found at http://www.oppapers.com/subjects/dalton-the-horatio-alger-myth-page1.html   

The third website i found is of academic research that was conducted incorporating the Horatio Alger Myth.

http://www.allacademic.com/meta/p_mla_apa_research_citation/1/4/3/4/6/p143463_index.html      

It attempts to quantify the belief in the 'myth' and how this effects public opinion specifically associated with public spending and in turn its effect on the American democratic system. Drawing from the work of various contemporary democratic theorists 

'this experimental piece attempts to sift through the racist and authoritarian mechanisms at work in the American political mind to arrive at a different explanation for why Americans feel the way they do regarding social welfare policies.' 

Though the results of this are undoubtedly very interesting and useful they are focused in relation to political science so i won't bore anybody with discussing them. I think it just shows the significance of Alger in todays world, whether you agree with his portrayed message or not, that his influence is still used in modern research as a guiding factor of public opinion. Having such a massive cultural impact in a world that is very far removed from the one that he wrote about, in terms of age and diversity, displays a very shrewd interpretation of the values important to the American national identity.