Tags: class, consumption/consumerism, culture, marketing/brands, marx/marxism, nationalism, theory, american dream, commercial, ideology, 00 to 05 mins
Summary: This Cadillac commercial starts with actor Neal McDoungh looking over his private, in-ground pool as he poses the question “Why do we work so hard? For this? For stuff?” He talks about why Americans don’t slack off like other countries, which take a whole month of vacation. He spouts a list of famous innovators, and asks if we think they took an entire month off? Nope, because they were busy being innovators, and living the American dream. The ad is exemplary of the hegemonic ideology of the American Dream. Ideology is a collection of shared beliefs and ideas for understanding the social world that explain and justify power or challenge social relations. In this commercial we see that the actor has achieved economic success. As he walks around his expensive house and material possessions, he discusses why it’s great to be a hard working, no vacation-taking American. McDoungh directly calls out our desire for all the “stuff” which aligns with the value our culture places on material things as a value of success. Then at the end of the commercial he directly ties together the concept that taking only two weeks off means we can have more stuff, enforcing the ideology that hard work will get you the things you want: “It’s pretty simple, you work hard, you create your own luck, and you gotta believe anything is possible.” Similar to a second Cadillac ad, the emphasis on "American" suggests that this idea is a uniquely American characteristic, even though upward mobility is more common in other developed countries. It is like other dominant ideologies that are reproduced throughout institutions (i.e. the media), and this particular ideology is hegemonic because for many Americans, this way of understanding our culture is taken-for-granted. It reproduces existing class relations because it suggests that material success is based upon our degree of effort, passion, and hard work (rather than our class background or other environmental factors), and that if we are not successful, then we accept that we only have ourselves to blame. After watching this ad, it is interesting to see this Ford commercial. It emphasizes local efforts, and parallels the format and style of the Cadillac ad (it really makes fun of the smugness of their competitor, Cadillac).
Submitted By: Alexis Blaylock
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