I found two instances in Dana of advertisements that use the tactic of convincing the reader their product is needed for a certain lifestyle. These are early forms of the advertising that became so popular in 1950s America and created the belief that living the American Dream meant owning certain things.
The first advertisement found in Dana Vol. 1, No. 1 page 33, is from a publishing company. The headline proclaims, "Great Novels That People Must Read." It creates an interesting statement, especially since it is in a literary magazine. One would hope that the editors of Dana would not publish an advertisement that they did not somewhat agree with. However, because this list was compiled not by the editors of Dana but by the people who stand to make money if the books are purchased, the whole thing seems a bit disingenuous. Also, not one of the books mentioned are classics and only Eugene Lee-Hamilton has a Wikipedia page.
The second advertisement appears in Dana Vol.1, No. 2 on page 65. This small advertisement in the center of the page is titled, “In the March of Civilization.” The ad uses a technique that Apple has mastered with its “Mac vs. PC” commercials: “Our product is the hip young product and the other is for older people.” The ad is for curled hair mattresses and begins by stating, “Some years ago our grandmothers prided themselves on their ample feather beds…” This advertisement is the exact kind of advertising that interrupts our favorite television shows today. The ads say: “In order to be young, civilized and fit in you should own this product.”
