Research Paper on:
Satisfaction Guaranteed The Making of the American Mass Market by Susan Strasser

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twentieth century. From the beginnings of industrialism, through the modernistic era up until the self-seeking decades at centurys end, Strasser provides the reader with a significantly better realization of  just how clever and manipulative the mass marketing industry has been in order to obtain the target markets necessary for such advertising success. In the beginning, advertisers had not yet  learned to manipulate the public by means of psychological strategy; indeed, it has not been all that long since marketing campaigns have utilized ethically questionable tactics to sell the companies  products. "Consumer capitalism began in the late 19th century with the opening of the first department stores and increased with the growth of advertising and retailing. Consumerism is  an artificial appetite, and its values have replaced earlier religious and political ideals" (Lapham 10). Fast-forward to the twenty-first century and Strasser points out that targeting specific markets is  still a critical component to establishing a secure consumer base; however, it is becoming more and more difficult to define the ever-blurring line of clear-cut barriers within mass marketing.  Gender, race, income, age, lifestyle and usage are no longer presented in rigid, easily defined components, but rather, these demographic elements are in a constant state of change. Because  of this perpetual fluctuation, mass marketing focus must remain ever pliable. Strasser indicates there is no denying the fact that advertising is the  art form of consumer capitalism. In analyzing the kinds of ideas, values and ethics contemporary advertising attempts to promote, one only has to realize how strong an influential hold  capitalism has upon people. It should come as no surprise that many individuals purchase items they either do not need or have little use for, all because they were