Democracy of Goods

In Roland Marchand's Democracy of Goods, the main idea is that companies should promote equal access to products. He uses a Cream of Wheat advertisement for a model of consumer democracy. The ad speaks of a wealthy child who was "born with a silver spoon." One of the luxuries provided to him is enjoying Cream of Wheat for breakfast. This appeals to lower class consumers as they are able to afford this fine food. Perhaps subconsciously they think if they eat Cream of Wheat they, too, can have a taste of the sunshine. The ad states, "Every mother can give her youngster the fun and benefits of a Cream of Wheat breakfast." The claim appeals to the parent, who strives to give her child the best opportunities available. This type of ad works well for common products like cereal, but not for higher-end products truly associated with the rich.