Shaping the American Dream, defining success from the first World war Essay

Shaping the American Dream, defining success from the first World war to present - Essay Example American culture after World War II equated good citizenship with good consumerism. People have been encouraged to consume more and better. Leisure activities are an example of this; before the 20th century, most of the leisure time of an average American was spent in the family, church, and activities related to community. In the early half of the 20th century, leisure activities such as playing with recreational products or watching movies mostly replaced the social activities on the basis of consumption (Spring 96). Cold War played an important role in tying American Dream to consumerism. Although the democracy in America had a strong contrast with the Soviet totalitarianism, yet the politicians in America promoted mass consumption as a way of differentiating between Americans and the Soviets. William H. Whyte, Fortune editor stated in 1957, â€Å"Thrift is now un-American† (Cohen 121). In 1959, American Exhibition was organization in Moscow whose economic highlight was demonstration of America’s consumer goods to the Soviet leaders. President Richard Nixon said at the exhibition, â€Å"To us, diversity, the right to choose†¦is the most important thing. †¦We have many †¦ many different kinds of washing machines so that the housewives have a choice† (Nixon cited in Spring 137). Here, Nixon drew audiences’ attention toward the variety of ways of consumption for the Americans to explain diversity rather than giving examples of political or social signific ance. The relationship between good consumerism, good citizenship, and the American Dream has lived up to date. Americans united under the leadership of President Bush after the 9/11 attacks, and a brief charitable outpouring followed. Despite having a great opportunity to foster non-consumerist behavior in the Americans, Bush simply reminded Americans of the importance of consumerism in the development of a strong economy in the post-9/11 attacks speeches. Bush said that the best action

The Usefulness of Marketing for Media and Entertainment Companies such Assignment

The Usefulness of Marketing for Media and Entertainment Companies such as Disney - Assignment Example Marketing in a media and entertainment industry is a very useful tool in promoting new brand products as well as building of the overall brand’s image. There are many different forms of marketing promotions used, including  : trailers, TV commercials, print advertisements, promotional and street marketing, internal marketing, and partnership marketing. Below is provided a brief overview of each of these marketing techniques. Trailers, TV commercials and print advertisements are the core advertisements of a motion picture industry (Federal Trade Commission 2000). Trailers represent a unique form of advertising whereas the theatres show the trailers of the studions for no additional payment. These trailers are shown in the theaters either with particular feature, or with a particular feature thus reaching the studio’s target audience (Federal Trade Commission 2000). Trailers appear in the theaters, TV commercials, and Internet six months to a year before the film actually opens (Federal Trade Commission 2000). Advertising through outdoor banners, and print media such as magazines and newspapers also appear long before actual opening and enables the studios to generate greater interest in a film (Federal Trade Commission 2000). In addition to the above listed promotional activities the studios often use radio advertising to generate interest in film. Even though it is used less extensively than TV advertising, it is an integral part of many advertising campaigns (Federal Trade Commission 2000). Street marketing is also a popular way of promoting the media and entertainment products through a distribution of a variety of promotional materials, including  : "coming soon" banners, postcards, window displays, posters , flyers, locker posters, key chains, t-shirts, hats, cassette and CD samplers, "scratch and win" promotions, posters at buildings and bus stop benches, etc. (Federal Trade Commission 2000). Internet marketing is becoming more and more