Core American Values, Essay Example

It is true that the system of shared values maintains a society and shapes its model. The USA is also a society with a distinctive system of standards and values that reflect the core values underlying the individuals’ style of life and thinking. The values of a nation are commonly reflected in the advertisement addressed to the needs of the society, since the initial purpose of advertising is persuasion to buy a product and to construct discrimination among offered products in the competitive market area. Hence, by viewing the ads as a possible reflection of the social needs, one can identify some core values which are addressed, and make some conclusions on the values that play a decisive role in the ad design.

The magazine chosen for analysis of advertisements is the one aimed at the male readership audience, Men’s Health. Upon the investigation of the fist 20 pages of the 2009 issue of the magazine, one can find out many ads of perfumes, cars, technical devices, means of grooming (shower gels and shaving foams, facial crèmes and scrubs etc.) and beverages. Various advertisements may be structured according to a set of values they address.

For example, cars advertised in abundance in the magazine address some of the men’s modern values, including the individualism (cars are promoted as an individual tool for self-realization, the way to be distinguished from the majority and to get the touch of luxury, style and uniqueness). However, at the same time the automotive ads are also aimed at the value of efficiency and practicality. The mottos of those advertisements include claims about more power in new cars, their utility and ergonomic design etc. making buyers feel more comfortable, save funds on maintenance etc.

The next group of ads, beverages, is aimed at such values as freedom and liberty; as well as achievement and success. It is commonly known that elite drinks are advertised as the entertainment that successful people can afford after completing a goal (be it a hard working day or a serious deal in the company). More than that, beverages are usually advertised as premium products available for all, thus underlining the equality of opportunity.

Grooming means statistically occupy the largest share of advertisements in Men’s Health. These advertisements clearly address such values nurtured in modern men as individualism, achievement and success, as well as science and technology. First of all, grooming is now named as one of the indispensible factors for success (having an attractive appeal, the man may feel confident, thus ensuring success). In addition, some premium quality means are known to be distinguished products for the upper class, successful men. Hence, some elite perfumes or crèmes can be the additional means for stressing the individuality and successfulness of buyers.

It is surely possible to say that the magazine type heavily influenced the patterns and trends of advertisement usage in Men’s Health. The reason for the choice of grooming means, cars and beverages, including a heavy impact on fashion (clothes and accessories) is that the magazine is aimed at the readership of modern, stylish young men who want to be at the cutting edge of progress both in their appearance, work and life. Sports events, luxurious beverages, beautiful cars, elite perfumes, and young looks – these are the most promoted attributes of a contemporary man. Therefore, the factors of individualism, hedonism, following the major developments of automotive and other technology, freedom and liberty, as well as the heavy focus on achievement and success form the model of values nurtured by the readership of Men’s Health as well as by its creators.