Parable of Democracy

Basically, Marchand claims that advertisers use an equalizing strategy to appeal to their audience: "Look, the rich have it, so can you!" or "Even rich people have this problem!" He backs it up with a steady flow of ads and examples from these early advertisers. As one can see from the ads he provides, there's validity to this argument, though it does not represent the whole of advertising, but simply on strategy among many. One can see this even in modern day advertisements to degrees. Make-up ads do the same thing, but more subtly--now Beyonce informs women that they too can have luscious eyelashes, just like the ones she bats at them playfully. Dove soap equalizes it further by doing its "real women" campaigns, which are heartfelt and inspiring, but also culpable of using the "democratic parable" to sell their product, as they say "real women use this product, and real women have the same beautiful qualities and the same flaws."