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 1960’s, liberation marketing has advertised goods by using the appeal of freedom. “Business
theory today is about... liberation,” stated Thomas Frank, and “mainstream commercial America is in love with
revolution and alternative”(Frank 1). Companies use liberation advertisement to appeal to a person’s sense of
individuality, a need to rebel against the norms of society and turn to the alternative. There are many ads out there
that have this idea incorporated into their message. By examining the “Bacardi By Night” ad, the “Rave New
World” ad, and Volkswagen’s “Driver’s Wanted” ads, the consumer can better understand what makes an
advertisement a liberation advertisement.
There have been many ads that appeal to night life. This touches on the idea that after a long, strenuous
day at work, everyone needs something that frees them from life’s routine stresses and introduces them to an
escape from the drudgery of life. The “Bacardi By Night” magazine ad is a very simple ad with only six words:
“Cubicles By Day, Bacardi By Night.” Many Americans consider work to be a trap, and certainly not fun. This ad
suggests freedom at the end of slaving for the boss all day; rebellion against normal, boring, everyday life. It shows
a large picture of ...