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undergraduate thesis
Advertising: Selling the American Dream
2019. urn:nbn:hr:142:647806
Daka, Nikolina
Josip Juraj Strossmayer University of Osijek
Faculty of Humanities and Social Sciences

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Daka, N. (2019). Advertising: Selling the American Dream (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:142:647806

Daka, Nikolina. "Advertising: Selling the American Dream." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:142:647806

Daka, Nikolina. "Advertising: Selling the American Dream." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:142:647806

Daka, N. (2019). 'Advertising: Selling the American Dream', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, accessed 25 December 2024, https://urn.nsk.hr/urn:nbn:hr:142:647806

Daka N. Advertising: Selling the American Dream [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences; 2019 [cited 2024 December 25] Available at: https://urn.nsk.hr/urn:nbn:hr:142:647806

N. Daka, "Advertising: Selling the American Dream", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:142:647806

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Metadata
TitleAdvertising: Selling the American Dream
Title (croatian)Oglašavanje: prodaja američkog sna
AuthorNikolina Daka
MentorJadranka Zlomislić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Humanities and Social Sciences
Osijek
Defense date and country2019-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		HUMANISTIC SCIENCES
Philology
Anglistics
Abstract
The aim of this paper is to explore how the American Dream has changed since its origin to the present day with a particular emphasis on its commercialization through use in advertising. This paper focuses on the discrepancy between the meaning of the American Dream when it originated and the American Dream today. Through the commercialization of the American dream the founding principles of the United States of America, “Life, Liberty, and the Pursuit of Happiness” have become a marketing slogan (US 1776). The American society is buying into the idea of the Dream as commercials are selling dreams of wealth, success and equality. Although the tenets about achieving the American Dream have proven to be unrealistic and unobtainable by all, marketing companies continue to use their business tactics to sell fantasies by utilizing the dream as their key advertising strategy. In order to examine the spiritual and material aspects of the American Dream, the paper also explores The Great Gatsby, a novel set in 1922 that criticizes the corruption of the American Dream and the consumer society that has lost its traditional beliefs and values.
Keywords
Languageenglish
URN:NBNurn:nbn:hr:142:647806
Study programmeTitle: English Language and Literature (double major)
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) engleskoga jezika i književnosti (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) engleskoga jezika i književnosti)
Study programmeTitle: Pedagogy (double major)
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) pedagogije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) pedagogije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2020-01-13 10:19:35