Guilt Advertising Jack Solomon Analysis

Journal #1 A guilt ad, according to Jack Solomon, is the manifestation of the American consumer’s weakness to general social stigma. Solomon illustrates this with examples of advertisements that reveal the American consumer’s “need” to stave off social rejection, to insure their own health, and to be competitive. Via guilt-trip tactics, advertisers manipulate the American consumer with guilt ads to make them think they need the advertised product so they can conform to the status quo. These guilt ads essentially help reinforce the American consumer-based society. “Hey want to smell good and fresh unlike our loser competitors? Well we have the product to freshen up your life once and for all!” Everyday Americans are bombarded with advertisements