Mercedes Benz Inspires the American Dream

Angelica Jaimes

Courtney Ryan

English Comp 3

April 29, 2013

Mercedes Benz Inspires the American Dream

The American dream can be defined as a personal goal in which one wishes to become classy and sophisticated. Many magazine advertisements persuade the luxurious dream with the use of shine, gloss, and plain backgrounds. As seen in many Mercedes Benz advertisements, one can analyze how the image of the American dream has changed from the 1960s to the present. Mercedes Benz first portrayed the American dream as a need to spend quality time with family by using characters that are enjoying life and homes with pleasing views in the ad's background. Today, Mercedes Benz portrays the American dream as a need to become sophisticated and updated with the new advances in technology by portraying sleek automobiles parked in simple backgrounds.

In the late 1960s, Americans were thrilled by the advances in their quality of life, especially after landing on the moon. The entertainment industry advertised the sense of pride and enjoyment of life felt by Americans. As seen in the 1960s Mercedes Benz ad, art characters are used to represent quality time spent with family. The art characters are smiling signifying that they are enjoying life. The characters also add sophistication to the picture by wearing luxurious clothing which indicates that they are from the middle class. The ad claims that the car is "for beauty and bearing," meaning the car will be used to drive elegant people around (1960 Mercedes Benz ad). As Norton implies, people are persuaded into buying products because the announcers describe the objects to be full with "a number of desirable qualities" (109). The Mercedes Benz ad sells a car with new perfections "in the engine, running gear, suspension." The new perfections add more distinction to the car which makes the brand more leisure. The 1960s ad also portrays the Mercedes Benz symbol in the right-hand corner. The symbol itself stands out because it is of white color which represents an innocent and pure status symbol. Solomon argues that symbols are "markers of rank and prestige" (544). By adding significance to the people and they symbol, the car automatically has a luxurious status because elegant people and pure status symbols are portrayed within the image. However, the art characters are hard to find in the picture giving the characters a sense of exclusiveness. Since exclusive characters are driving a luxurious car, the car must therefore be used for important purposes. The car is therefore raised in value and status.

In the recent Mercedes Benz advertisement, one can depict that the American dream has been modified to meet the means of today's technology culture. With its shiny, silver C-Class, model, Mercedes Benz advertises that they will provide a prosperous and luxurious lifestyle. The use of the sunshine in the upper right-hand corner exemplifies that the car will remain classy until a newer model arrives. The sun is also used to represent that the car will guarantee a new start in life with a better tomorrow. Since the car is portrayed with clear skies, it promises