By the late 1920's advertising in the United States had acquired the characteristics it has now and probably will retain...
GMAT Reading Comprehension : (RC) Questions
By the late 1920's advertising in the United States had acquired the characteristics it has now and probably will retain for As long as there is a competitive market economy. This "highly organized and professional system of magical inducements and satisfactions," as eminent social critic Raymond Williams described it, has continued to have as its goal the selling of a panoply of goods among which there are most often few salient differences. Working from the premise of the irrationality of the consumer, this vast fantasy machine employs every conceivable visual and rhetorical gimmick to turn the public's attention from the generic product to the symbolic attributes of a particular brand.
In retrospect, two aspects of the development of the advertising business are remarkable. The first is how quickly after the emergence of mass media it assumed its shape. The second, all the more remarkable when one considers that advertising's business is evanescent appearances, is how durable that shape has proven to be. To be sure, some changes have taken place since 1930, most notably the emergence and influence of the electronic media—radio and particularly television. But despite such surface changes, advertising remains bottom, what it was fifty or more years ago: the business of manufacturing illusions.
To some degree, advertising's means and ends remain basically unaltered because those who create ads have always experienced the same conflicts felt by other members of twentieth-century American society. These conflicts stem from a contradiction between our democratic ideology, with its emphasis on individual choice and freedom of expression, and an economy that encourages and indeed depends on conformity and predictability among both producers (employers as well as employees) and consumers.
Ours is also a society that has traditionally valued spontaneity, risk, and adventure; largely for that reason we cherish the myth of the frontier, where those qualities, we believe, once flourished. Yet in the United States today, most people inhabit an urban or suburban world that is overly regulated, hemmed in by routine, and presided over by scores of specialists and experts. "Adventure" itself has become a commodity: a packaged trip down the Colorado River, an organized trek across the Himalayas two weeks on a dude ranch. Room for real adventure is limited, if it exists at all.
Far from immune to these and other contradiction advertising people have recognized that their skills arc harnessed to large impersonal organizations and that the end of their efforts is to convince millions of consumers that they would be happier even better human beings if they used Brand X instead of Brand Y. Given the conditions of their work and of ordinary life, it is not really surprising that generations of advertising people have aimed to transform a prosaic world of commodities into a magical place of escape, illusion, and fantasy, to express imaginative freedom and creativity in the face of routine.
It can be inferred from the passage that which of the following best describes the function of advertising in a competitive market economy?
Progressive Passage Analysis
| Text from Passage | Analysis |
|---|---|
| By the late 1920's advertising in the United States had acquired the characteristics it has now and probably will retain for As long as there is a competitive market economy. | What it says: American advertising developed its basic form in the 1920s and hasn't really changed since then. What it does: Introduces the main topic and establishes the thesis - advertising is surprisingly stable over time. Source/Type: Author's historical claim Connection to Previous Sentences: This is the opening sentence, establishing our foundation. Visualization: Timeline: 1920s advertising → Modern advertising (same characteristics) Reading Strategy Insight: Note the author's emphasis on CONTINUITY, not change. This sets up the entire argument. |
| This "highly organized and professional system of magical inducements and satisfactions," as eminent social critic Raymond Williams described it, has continued to have as its goal the selling of a panoply of goods among which there are most often few salient differences. | What it says: A respected critic called advertising a "magical system" that sells products that are basically the same as each other. What it does: Provides an expert definition and explains advertising's core function. Source/Type: Expert opinion (Raymond Williams) cited by author Connection to Previous Sentences: This builds on sentence 1 by defining WHAT those unchanging characteristics are. The phrase "has continued" directly connects to the stability theme from sentence 1. Visualization: 100 breakfast cereals → advertising makes each seem unique → consumers see meaningful differences Reading Strategy Insight: Feel confident here - this is just explaining what advertising does, not introducing complexity. |
| Working from the premise of the irrationality of the consumer, this vast fantasy machine employs every conceivable visual and rhetorical gimmick to turn the public's attention from the generic product to the symbolic attributes of a particular brand. | What it says: Advertisers assume people make emotional (not logical) decisions, so they use tricks to make brands seem special instead of focusing on the actual product. What it does: Explains HOW advertising works - the specific techniques and underlying assumptions. Source/Type: Author's analysis of advertising methods Connection to Previous Sentences: This elaborates on sentence 2's "magical system" by explaining the mechanics. This is giving us the detailed version of what "magical inducements" actually means. Visualization: Generic cola vs. Coca-Cola: Same product → different symbolic meanings (youth, happiness, tradition) What We Know So Far: Advertising is stable, focuses on similar products, uses emotional appeals, creates symbolic meanings Reading Strategy Insight: We're getting deeper into the same concept, not jumping to new topics. |
| In retrospect, two aspects of the development of the advertising business are remarkable. The first is how quickly after the emergence of mass media it assumed its shape. The second, all the more remarkable when one considers that advertising's business is evanescent appearances, is how durable that shape has proven to be. | What it says: Two surprising things about advertising: 1) It developed its form very quickly after mass media appeared, and 2) Even though advertising deals with temporary, superficial things, its basic structure has lasted a long time. What it does: Provides the author's analysis of what's surprising about advertising's development. Source/Type: Author's evaluative opinion Connection to Previous Sentences: This restates and emphasizes the main point from sentence 1 about advertising's stability. "How durable that shape has proven to be" = "will retain for as long as there is a competitive market economy." Visualization: 1920s: Mass media emerges → Advertising takes shape in 5-10 years → 1930s-2020s: Same basic structure Reading Strategy Insight: Feel relieved here - this is simplification and emphasis, not new complexity. The author is helping us see what's most important. |
| To be sure, some changes have taken place since 1930, most notably the emergence and influence of the electronic media—radio and particularly television. But despite such surface changes, advertising remains bottom, what it was fifty or more years ago: the business of manufacturing illusions. | What it says: Yes, new technologies like radio and TV have appeared, but these are just surface changes. Fundamentally, advertising is still about creating fantasies. What it does: Acknowledges counterargument (change has occurred) but reinforces the main thesis (fundamental stability). Source/Type: Author's argument with concession Connection to Previous Sentences: This directly supports the "durability" point from sentence 4 and gives us a simple summary: "manufacturing illusions" = "magical system" from sentence 2. Visualization: Surface Level: 1930 (print ads) → 1950s (radio) → 1960s (TV) → 2020s (digital) Deep Level: Creating fantasies → Creating fantasies → Creating fantasies → Creating fantasies Reading Strategy Insight: The author is being helpful by giving us the simple core concept: "manufacturing illusions." This summarizes everything we've learned so far. |
| To some degree, advertising's means and ends remain basically unaltered because those who create ads have always experienced the same conflicts felt by other members of twentieth-century American society. | What it says: Advertising hasn't changed much because the people who make ads face the same internal conflicts as everyone else in modern America. What it does: Begins explaining WHY advertising is so stable - introduces the cause. Source/Type: Author's causal analysis Connection to Previous Sentences: This moves from describing WHAT is true (advertising's stability) to explaining WHY it's true. We're getting the reason behind the pattern we've established. Visualization: 1930s ad creator + conflicts → 1950s ad creator + same conflicts → 2020s ad creator + same conflicts = Similar advertising approaches What We Don't Know Yet: What are these specific conflicts? Reading Strategy Insight: We're transitioning from "what" to "why" - expect explanation of the conflicts next. |
| These conflicts stem from a contradiction between our democratic ideology, with its emphasis on individual choice and freedom of expression, and an economy that encourages and indeed depends on conformity and predictability among both producers (employers as well as employees) and consumers. | What it says: The conflicts come from American society wanting two opposite things: individual freedom (democratic values) vs. everyone acting the same way (economic needs). What it does: Defines the specific contradiction that creates the conflicts mentioned in the previous sentence. Source/Type: Author's sociological analysis Connection to Previous Sentences: This directly answers the question raised in sentence 6 about what conflicts ad creators face. "These conflicts" clearly refers back to the previous sentence. Visualization: American Values: Be unique! Express yourself! Choose freely! American Economy: Buy predictable products! Follow trends! Be a reliable consumer! Ad Creator: Caught in the middle Reading Strategy Insight: We're getting concrete details about an abstract concept - the author is making the "conflicts" idea more understandable. |
| Ours is also a society that has traditionally valued spontaneity, risk, and adventure; largely for that reason we cherish the myth of the frontier, where those qualities, we believe, once flourished. | What it says: Americans have always valued exciting, unpredictable experiences, and we love the idea of the frontier because we think that's where people used to live this way. What it does: Provides the first half of another contradiction - what Americans want and value. Source/Type: Author's cultural analysis Connection to Previous Sentences: This builds on sentence 7 by giving us ANOTHER example of American contradictions. The pattern is: "We value X but live with Y." Visualization: American Dream: Cowboys, pioneers, risk-takers, adventurers exploring unknown territories What We Expect Next: Based on the pattern, we should get the contrasting reality of modern American life. Reading Strategy Insight: The author is developing the same theme (contradictions) with a new example. This isn't a topic change. |
| Yet in the United States today, most people inhabit an urban or suburban world that is overly regulated, hemmed in by routine, and presided over by scores of specialists and experts. | What it says: But actually, most Americans live in controlled, routine-filled places run by experts - the opposite of frontier adventure. What it does: Provides the second half of the contradiction - the reality that contrasts with American values. Source/Type: Author's social observation Connection to Previous Sentences: This completes the contradiction started in sentence 8. "Yet" signals the contrast. We now have: Value adventure BUT live routine lives. Visualization: American Reality: Suburban neighborhoods, office buildings, regulations, schedules, expert-managed systems Frontier Dreams ↔ Regulated Reality Reading Strategy Insight: Feel confident - this is the same pattern as sentence 7. The author is giving us multiple examples of the same core idea. |
| "Adventure" itself has become a commodity: a packaged trip down the Colorado River, an organized trek across the Himalayas two weeks on a dude ranch. Room for real adventure is limited, if it exists at all. | What it says: Even adventure is now sold as a product with organized tours and packages. True, unplanned adventure barely exists anymore. What it does: Provides specific examples of how the contradiction plays out - even "adventure" becomes routine and commercialized. Source/Type: Author's examples and judgment Connection to Previous Sentences: This elaborates on sentence 9's "regulated world" by showing how even adventure gets regulated and packaged. This is giving concrete examples of the abstract point about routine dominating life. Visualization: Real Adventure (1800s): Unknown outcomes, genuine risk, self-reliance Packaged Adventure (today): Guided tours, predictable experiences, professional management Reading Strategy Insight: These are helpful examples making the abstract "regulated world" concept concrete. We're not learning new ideas, just seeing clear illustrations. |
| Far from immune to these and other contradiction advertising people have recognized that their skills arc harnessed to large impersonal organizations and that the end of their efforts is to convince millions of consumers that they would be happier even better human beings if they used Brand X instead of Brand Y. | What it says: Advertising people face these same contradictions - they work for big, impersonal companies trying to convince millions of people that one similar product will make them happier than another similar product. What it does: Connects the general social contradictions back to advertising people specifically. Source/Type: Author's analysis Connection to Previous Sentences: This brings us back to advertising after the examples in sentences 8-10. "These and other contradictions" refers back to both contradiction examples we just learned about. We're returning to the WHY question from sentence 6. Visualization: Ad Creator's Reality: Work for massive corporation → Create campaigns for millions → Sell virtually identical products Ad Creator's Values: Individual creativity, meaningful work, authentic expression What We Know So Far: Advertising is stable because ad creators face the same contradictions as all Americans Reading Strategy Insight: We're circling back to advertising with our new understanding. This isn't new complexity - it's applying what we learned. |
| Given the conditions of their work and of ordinary life, it is not really surprising that generations of advertising people have aimed to transform a prosaic world of commodities into a magical place of escape, illusion, and fantasy, to express imaginative freedom and creativity in the face of routine. | What it says: Because of these difficult conditions, it makes sense that advertising people have tried to turn boring products into magical escapes, and to be creative despite working in routine jobs. What it does: Provides the final explanation - this is WHY advertising became about "manufacturing illusions" and WHY it hasn't changed. Source/Type: Author's concluding analysis Connection to Previous Sentences: This completes the entire argument by connecting back to "manufacturing illusions" from sentence 5. "Given the conditions" refers to all the contradictions we just discussed. The circle is complete: contradictions → advertising as escape → stability over time. Visualization: Prosaic Reality: Generic products, routine work, regulated life Advertising Response: Transform into → Magical escapes, creative expression, fantasy fulfillment Result: Same basic approach across generations Reading Strategy Insight: Major relief point! This ties everything together. We're not getting new information - we're seeing how all the pieces connect. The passage has come full circle from "magical system" to explaining why it stays magical. |
2. Passage Summary:
Author's Purpose:
To explain why American advertising has remained fundamentally unchanged since the 1920s by analyzing the social contradictions that advertising people face.
Summary of Passage Structure:
The author builds their argument by first establishing a surprising claim about advertising's stability, then explaining the underlying reasons for this stability:
- First, the author establishes that American advertising developed its basic form in the 1920s and has remained essentially the same ever since, despite technological changes like radio and television.
- Next, the author describes what advertising actually does - it creates magical illusions to sell similar products by appealing to emotions rather than logic.
- Then, the author explains why advertising hasn't changed by identifying the root cause: advertising people experience the same contradictions as all Americans, caught between wanting individual freedom but living in a conformist economy, and valuing adventure but living regulated, routine lives.
- Finally, the author concludes that because of these ongoing contradictions, advertising people naturally respond by trying to transform boring products into magical escapes, which explains why advertising's basic approach has stayed the same across generations.
Main Point:
American advertising has remained fundamentally unchanged since the 1920s because the people who create ads face the same basic contradictions between American ideals and American reality that have persisted throughout the twentieth century, leading them to consistently use the same approach of creating fantasies and illusions to escape these contradictions.
3. Question Analysis:
This question asks us to identify what the passage suggests is advertising's function within a competitive market economy. We need to understand not just what advertising does, but specifically how it operates within the competitive marketplace context.
Connecting to Our Passage Analysis:
From our passage analysis, several key insights are directly relevant:
- The passage establishes that advertising deals with "a panoply of goods among which there are most often few salient differences" - meaning products are essentially similar
- Advertising works by turning "the public's attention from the generic product to the symbolic attributes of a particular brand" - creating apparent differences where real differences don't exist
- The core function is described as "manufacturing illusions" and creating "magical inducements"
- This system emerged specifically "as long as there is a competitive market economy" - directly linking advertising's function to competitive markets
Prethinking:
Based on our analysis, advertising's function in a competitive market economy is to take essentially similar products and create the illusion that they are meaningfully different through symbolic attributes and emotional appeals. This allows competition to continue even when products are functionally equivalent, by shifting competition from actual product features to manufactured brand perceptions. The correct answer should capture this idea of creating apparent differences among similar competing products.