General Motors and The American Look

The Baby Boomer generation’s notion of freedom is intimately tied to the changing styles of modern consumerism. Ideas of American affluence would come through the purchase and enjoyment of a fulfilling home life characterized by a loving marriage with a few adorable children in a beautiful suburban house with a sprawling lawn and white picket fence.
General Motors, one of the leading manufacturers of the time, celebrated these ideas through its 1958 sponsorship of The American Look. The film traces and highlights what GM considers to be the prized possessions and lifestyle of the affluent class, which in the film as well as in American society at the time, meant a white, upper-middle class existence. Through both form and content, The American Look parallels the mythical portrait of a happy and well-to-do American Dream.
The narrator, a deep-voiced male, says in Part I, “By the way things look as well as how they perform, our homes acquire new grace, new glamour, new accommodations – expressing not only the American love of beauty, but also the basic freedom of the American people, which is the freedom of individual choice. ” This is all said over a scanning shot of a pristine white kitchen filled with GM amenities in a modern home. General Motors was relying on the idea that in order to be free, American’s practice their liberty through their decisions in the marketplace.

The catchphrase ‘keeping up with the Jones’’ is here exploited by the thinly disguised marketing and sales promotional function of this film, implying that to be modern meant buying the latest stylish designs. Instead of a film portraying the workers whose ardent labor produced the goods that the affluent class purchased, the film shows the modern stylists in their leisurely enjoyment of products that General Motors stood to profit from.

Place your order
(550 words)

Approximate price: $22

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
The price is based on these factors:
Academic level
Number of pages
Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more

Order your essay today and save 15% with the discount code SUCCESS