Is_Better_Best_

America is known as the land of equality and equal opportunity. But how true is this claim in reality' Picture the following: A person is on their way to work and sees a homeless man. Gritty, dirty, with less than idyllic hygiene- for all intents and purposes, the quintessential bum. He asks for some spare change. Now, a few people would give him some coins, maybe a dollar or two if they were feeling generous, but most would say “No, sorry” and continue on their way. Some might just put up their hand as a signal of refusal. Some might not even respond to him. Do people view themselves as so superior to this other person that they feel entitled to turn their noses up at him' This man was not always homeless; he was not born in the streets. Yet it seems to be a trend that once people realize that they have surpassed someone else in social standing, a certain air of smugness seems to fall upon them, whether they want it to or not (and most do). Why does this happen' It happens because people, Americans especially, have been conditioned since they were young to always get the best and newest things available; the better their possessions, the better their person. Advertisers know how to get attention. Comedy (mainly verbal abuse or physical pain), explosions, and sex all sell. But advertising corporations also know when to get the attention of people, and that is when they are young. Young people are constantly changing their identities and how they view themselves. Their perception of self varies greatly from the ages of 11 or 12 through their teens to their early 20s. During this time, they will be influenced by a variety of things: older siblings, peers, and what is “in” or “cool” at the time. This shows that young people do make use of the media and imagery around them (Hamley). One thing that remains constant though, is that commercials and advertising are continuously with them. Commercials exist to tell them that “It’s alright; everyone gets acne, but use this on your face and you’ll get the girl of your dreams.”, or to show how everyone felt awkward the first time they bought condoms or tampons, and to remind people that giant corporations have feelings too, that they can relate to the average consumer. Mass media provides a wide source of standards and cultural opinions to young people. They are able to view all of these through television, the internet, advertising, magazines, and music. Because of that accessibility, people are able to pick and choose which opinions they agree with, and which ones they dislike. Individuals are able to view a variety of trends, decide which ones are favorable, and aspire to recreate or imitate those opinions and trends within themselves (Hamley). Even with so many outlets for young people to plug into, constructing an identity in today’s media-saturated world is not an easy task. With the multiple examples of identity found in the mass media it is clear that some people may have difficulty distinguishing between sorts. Society also adds pressure to young children when constructing their identities as there are certain expectations presented by society that individuals have to ‘live up to’, as to what is an acceptable identity to maintain and what is unacceptable (Brown, Dykers, Steele, White. 1994, 814). Moving away from the younger, more moldable generation, to the suave, sophisticated professionals of the adult worlds, we see the same trends. Identity is still a major factor, but instead of the need to fit in with our peers, we see a need to surpass them. Socially, financially, or intellectually, the urge to be better and stand out becomes more pronounced then it was in a younger person’s life. Adults have various ways to accomplish this, and most methods involve money. It seems to be that the more money a person has, the higher that person is placed on the rungs of the social ladder. What is it about someone having a Rolex on their wrist that automatically makes others think highly of them' In reality, nothing. A Rolex does the same thing as a Casio, but is made with metals and crystals that are harder to find. A brand new Jaguar and an older civic both serve the same purpose of transportation, yet people who drive luxury vehicles are seen to be in a different class than those who do not; status is included in the price tag (Nunez, Young, Drèze. 2010, 17). Males are another group that seems to garner a lot of attention from advertising companies. This group seems to be affected by not only a perceived and constructed identity, but also by behavioral traits. Some male lifestyle magazines, namely Maxim, Men’s Health, and Gear, all place emphasis on the stereotypical male ideals of babes, brawn, and beer (Schroeder and Zwick, 26). These magazines all reinforce the idea that men should like nothing more than hot women, a fast car, and a cold beer; a constructed identity at its finest. Venture outside of this testosterone pumped trifecta and risk being ridiculed by those who revere it. Outcasts could face the possibility of being compared to homosexuals, or accused of being effeminate, when in actuality there is no reason a man should be mocked if he enjoys cooking as well as learning to tune up his car. The male pin-up, as Schroeder and Zwick call it, is another example of an advertising identity. Chiseled, buff, and sweaty more often than not (who knows why'), the pin-up has done its deal of damage to the male psyche. It is also suggested that images of men that are designed specifically to be looked at, admired, and worshipped. In many social situations, women are seen looking at men more, especially attractive, fit men (Schroeder and Zwick, 32). Real men should have a six pack and huge biceps, and those who do not, are not. This leaves many less than physically fit men feeling and thinking less of themselves, and causes them to show emotion, which, should be noted, is strictly forbidden. Americans have always been instilled with the consumer mentality. One could argue that the desire to want new and expensive things is a good thing, that it promotes a healthy competition between those who want it most. But at what cost does that desire come' Those who succeed in getting what they want seem to flaunt it ruthlessly at those who do not. Some could say that this behavior is justified, that those who struggled and came out on top deserve to exhibit their dominance. But after a point, the display may become a viewpoint, and that is dangerous. Media may have shown people all the different gadgets and luxuries that a person could attain, but at the same time it seems to tell people that those items are only attainable if someone fits all the criteria. Molds have been created by advertising, and those same molds are the ones that people struggle to fit into every day. Individuals are told that a perfect job, a perfect opinion, and a perfect body are needed to excel, when in truth, those things do not guarantee a perfect life. Works Cited Brown, J. D., C. R. Dykers, J. R. Steele, and A. B. White. "Teenage Room Culture: Where Media and Identities Intersect." Communication Research 21.6 (1994): 813-27. Print. Hamley, Katherine. "Media Use in Identity Construction." Aberystwyth University - Home. Apr. 2001. Web. 11 Apr. 2011. . Hogg, Margaret K., and Jade Garrow. "Gender, Identity and the Consumption of Advertising."Qualitative Market Research: An International Journal 6.3 (2003): 160-74. Print. Nunez, Joseph, Young Han, and Xavier Drèze. "Signaling Status with Luxury Goods: The Role of Brand Prominence | Mendeley." Academic Reference Management Software for Researchers | Mendeley. July 2010. Web. 13 Apr. 2011. . Schroeder, Jonathan, and Detlev Zwick. "Mirrors of Masculinity: Representation and Identity in Advertising Images." Consumption, Markets and Culture 7.1 (2004): 21-52. Print.