Democracy of Goods

The whole idea of advertising is to advertise across a broad variety of people.  It is difficult to do however, when catering to different social classes.  Roland Marchand’s main point in “Democracy of Goods” is defining democracy in terms of “equal access to consumer products.” This is the analytical tool of this article.  This whole concept is still used to today, a lot of times in the fashion world.   When you are looking at advertisements these days, the economic differences in social classes are recognized.  Things are perceived in the sense that all people can afford the same desired product.

The specific example Marchand uses in this article is “Cream of Wheat.”  It essentially summarizes that “every mother can give her youngsters the fun and benefits of a Cream of Wheat breakfast just as do the parents of these boys and girls who have the best that wealth can command.