In America today, advertisements can be seen just about everywhere. They are frequently done on
television, radio, and billboards; in newspapers, magazines, and catalogs; and through direct mail to consumers
around the nation. The purpose of each ad is to appeal to the individual and persuade them to purchase the
proposed product. These appeals offer the hope of more money and better jobs, security against the hazards of old
age and illness, popularity and personal prestige. The products also offer praise from others, more comfort,
increased enjoyment, social advancement, improved appearance, better health, and freedom.
Born in the 1960ÔÇÖs, liberation marketing has advertised goods by using the appeal of freedom. ÔÇťBusiness
theory today is about... liberation,ÔÇŁ stated Thomas Frank, and ÔÇťmainstream commercial Ame
Factors such as overwork, boredom, and hierarchy are obstacles that Volkswagen ads suggest can beresisted as long as you own one of their vehicles. There are many ads out therethat have this idea incorporated into their message. By suggesting that owning aVolkswagen vehicle offers a new soulful life to replace that of the soulless drone, appeals to a person"tms sense ofindividuality. By examining the "Bacardi By Night" ad, the "Rave NewWorld" ad, and Volkswagen"tms "Driver"tms Wanted" ads, the consumer can better understand what makes anadvertisement a liberation advertisement. Some people think of being free aswide open spaces; the sky, for instance, outer space, or a desert; the scenery for the "Rave New World" magazineadvertisement. rica is in love withrevolution and alternative"(Frank 1). This is the gist of liveration marketing, and even though it is not the only technique used, it seems to be the mosteffective. Companies use liberation advertisement to appeal to a person"tms sense ofindividuality, a need to rebel against the norms of society and turn to the alternative. These phrases cause the reader to imagine escaping from the 20th century and more importantly, frompresent-day trials and tribulations. The "Bacardi By Night" magazine ad is a very simple ad with only six words:"Cubicles By Day, Bacardi By Night. Bibliography Works CitedFrank, Thomas. In this ad, the subtitle speaks of "fast-forward(ing) into the 21st century" and "head(ing) for a newhorizon," giving the reader the option of either remaining in the life of today, or turning to the alternative; thefuture. This theme coincides with that of the Bacardi ad as well as many others in America today.