What People Really Care About Buying - 1730 Words

American society in twenty-first century is centered around the ideology of consumerism. â€Å"Supposedly people had a duty to buy more, even if the events they experienced caused them to focus on personal, family, and political concerns rather than economic ones† (Milner 603). With the age of consumption, there comes a need for social distinction. Social distinction is the desire to be strikingly different from the commonplace. This desire is prevalent throughout society, especially in the youth. Social distinction comes from the possession of the latest and most prominent commodity in fashion and technology. Products from companies such as Apple, Beats by Dre, Nike, and even Disneyland Parks are indications of one s desire to be unique.†¦show more content†¦The advertisement contrasts the different lifestyles of celebrities with each other and consumers, plays the â€Å"Something New† theme song, and variates the colors used to strengthen its argument against the idea of social distinction. Beats by Dre’s advertisement is centered on the idea that each person is as much as an individual as they are connected to one another. In Beats by Dre’s new advertising campaign, the company challenges the notion of social distinction by contrasting celebrities with consumers. It attempts to convince consumers that the Solo2 is a symbol of individuality as much as it is a representation of a connection shared by millions of people across the globe. In the first scene we see Kendall and Kylie Jenner, two famous television personalities and socialites, dancing around a luxurious suite. The only product that can be identified in the scene is the Beats Solo2. Through Kendall and Kylie Jenner, Beats by Dre targets the youth, male and female alike, who are engrossed with pop culture icons. In the next scene we see two teenagers loitering around on a rooftop. The two are having fun on their bikes and listening to music through their Solo2sâ⠂¬â„¢. The normal teenager appeals to the everyday consumer because it gives them someone to relate to. Beats by Dre’s tagline for the Solo2 is, â€Å" The Beats Solo2 is the world’s best-selling headphone. They’re a symbol of individuality as much as they represent a