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While flipping through a magazine, most of the time advertisements go unnoticed. Surprisingly, if you really look at them there is a lot more than just selling a product involved. An image an idea, and then lastly a product are trying to be sold. In Marchand’s “ The Parable of the Democracy of Goods”, he writes, “Thus, according to the parable, no discrepancies in wealth could prevent the humblest citizens, provided they chose their purchases wisely, from retiring to a setting in which they could contemplate their essential equality, through possession of an identical product, with the nation’s millionaires” (10). What he is describing is this idea of equality between classes being represented through a product. This way of advertising is represented in this Perrier ad.
Perrier is a brand of bottled water, which is often sold at upper class, European style restaurants. You can also buy it at a regular store, but is mostly associated as a rich sort of delicacy. In the ad there are three women dressed to fit the image of the type of person who would regularly drink Perrier. They are dressed in a classy manner, as if they were at a cocktail party, in heels and dresses and their hair styled just so perfectly. They are sitting on the stoop of a Brooklyn style brown stone. But they’re not sitting in a proper manner; they are very casual, and relaxed. They also are “brown bagging” Perrier. In the background if you look through the window you can see a party going on. The people in the window are also well dressed and sipping on champagne glasses. The text on the bottom in the Perrier logo and in type in says “In America.”.
This ad is eliminating the fine lines between the classes in America. The way the women are represented in the ad with they’re Perrier resembles they way a couple people may sit and chill out in a lower to mid class neighborhood in Brooklyn. The image of the Perrier in a brown hides the common association of Perrier being a rich delicate bottled water. It also brings images of the people in Brooklyn hanging out on the stoop, relaxing with they’re friends, “brown bagging” something to drink. Those bags are erasing that concept people have about Perrier and down grading it to a “regular Joe” kind of product. The image that also supports the idea of equality between classes is the image of the people in the window sipping on the champagne glasses. These three women are at a cocktail party, and are part of this upper class image which is normally associated with Perrier, but contradicting there friends they are outside “just chillin’
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