The capitalist society invented advertising with only one purpose: to sell the

product. Advertisers are willing to do just about anything in order to get consumer attention and persuade them to purchase their products. Consumers are inundated with advertisements each and every day. Advertisers use numerous intriguing techniques such as the Egalitarian approach and the Elitist approach to captivate broad audiences and mesmerize them to the point they are in desperate need for the advertised product.

By using the Egalitarian approach, the advertisers are trying to appeal to everyone, especially the common people. They accomplish their goals by giving people a false sense of equality as if class barriers do not exist. This way of advertising points out that nobody wants to be an outsider, and everyone wants to feel as if one belongs in the desired crowd. By possessing a popular product that is in the hands of the majority of people or the chosen individuals, one does not feel excluded from society. Since it would be absurd nowadays not to own a dishwasher even if there is no need for it, the majority of families will just purchase one not to feel left out. Many vital components complete t

Advertising is a company\'s primary way to sell its product; without television or radio advertising, businesses would have considerably less capability to lucratively market their products. And especially with the increasing rivalry between products, it has become a skill to determine how to get the consumer\'s attention, and in due course, the consumer\'s dollar. In our diverse society, there is a crucial need for various techniques to reach out to all individuals. The Egalitarian and the Elitist approaches are the two primary distinctions that declare for whom an ad is designed for, and both approaches eventually lead to the desperate need and ultimate purchasing of the advertised product.

The Democracy of Afflictions shares the same concept as the Democracy of Goods, but it shows the common problems between classes in society instead of the common pleasures. A negative appeal changes the Democracy of Goods into the Democracy of Afflictions. The main purpose of using the Democracy of Afflictions is to state that the advertising products provide for the same aid and defense to the common problems of both the rich and the poor individuals. These types of advertisements suggest to their readers that they can be easily as healthy and charismatic as the Elites by no other way but using the same affordable product they use themselves. A fine example would be the 1929 Listerine ad that depicted a physician confiding to his rich patient the secret of nice women that was featured in the Los Angeles Times. The middle class, for whom the ad was originally intended, was being forewarned about the dangers of halitosis. Obviously the disease is universal, and now the cure would be universal as well if they bought Listerine. A more current example would be Redken haircare products. Their advertisements portray wealthy

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