Frontier Myth Essay

Pages: 5 (1455 words)  ·  Style: MLA  ·  Bibliography Sources: 3  ·  File: .docx  ·  Level: College Senior  ·  Topic: Business - Advertising

Frontier Myth

The E-Frontier

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"The national story and eternal destiny is to struggle with, ad ultimately conquer, the frontier," (McLure 468). The Wild West has long been a romanticized part of our imaginations. Recently, this imaginative image has been exploited as a way to sell merchandise, both in traditional print forms and now in a whole new online arena. Western advertisements have been notorious for their rugged and cool cigarette depictions of the Marlboro man puffing away out on the frontier. This was then, a time where the main source of media was newspapers, magazines, or even posters. Now, it's all about modern technology and new advances. Advertisers are fully aware of this and the potential in innovation in online advertising. Not only are they taking the western myths and running with it, but they're now using the latest technologically advanced shoes for the run, the E-frontier. The web takes ads to another level. The ads themselves are interactive with the viewer, whether it's an exciting mini-game for the younger audiences, or a provoking question that leads the viewer to eventually click on the ad. Now, advertisers don't even have to integrate the western image with their product, they can just use it to draw their audience in. In this case, it was an addicting and fun-based mini game using colorful and cartoon like graphics. They can manipulate their ads to extend the western myth with limitless possibilities.

Essay on Frontier Myth Assignment

The traditional study of the west has recently begun to contrast more mythological and romanticized images of the west and how it fits into American culture. According the older, and more traditional views, the frontier has been closed for over a century. There were severe limitations placed on what was considered the west, "Conventional frontier theory never made much room for the West beyond the ninety-eighth meridian," (Limerick 82). Traditional thinking, posited by Frederick Jackson Turner, believed the frontier to have closed as early as 1890. However, "Homesteading persisted into the twentieth century; rushes to pump oil or to mine coal or uranium punctuated the 1900s," (Limerick 83). This tradition continues on today, for the west has not become some packaged deal, where when once everything was in chaos, it has now found resolution. It is quite the contrary, and much of the west is still in chaos, still in that frontier mode where civilized American society from the east has not been allowed to fully permeate into western life; "Moreover, the cross-cultural encounters and conflicts engendered by 'frontier' are still with us in 1990; the population of western America shows few signs of turning into a blended and homogeneous whole," (Limerick 83). With some of this chaos being left unresolved, it is obvious how impacting the image of the west would continue to be.

In fact, the image of the frontier continues to play a large role in the fabrication of American life. Traditional mythology paints a truly romanticized picture of the western frontier; "The American West in the popular imagination has always been a region of endless possibilities, a vast, magnificent, ideal stage for the national drama of liberty, equality, and the pursuit of happiness," (McLure 458). Much of modern advertising has continued to question scholarly assumptions that the frontier is closed through romantic portrayals of frontier life and existence in order to sell a romanticized dream to consumers on a massive level. In modern life, instead of the West as a physical place, it is a "process at work in this region's history, a process that has affected other parts of the nation as well as other parts of the planet," (Limerick 85). Therefore it still remains a powerful piece of American culture.

Companies have long exploited that romantic vision for the use of selling consumer items. Using the romanticized west has almost become a staple in advertising products meant to be truly American; "If no medium has ever been in closer communion with the mass mind than advertising, no popular tradition is more deeply entrenched in American culture than the Western," (West 39). Ads have long played off the popularity of particular characters, movies, and ideals tied up in the notion of the romantic west and finally fulfilling manifest destiny. Since before the frontier was even said to be closed images of the Old West were exploited for increased profits. This is based off of… [END OF PREVIEW] . . . READ MORE

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How to Cite "Frontier Myth" Essay in a Bibliography:

APA Style

Frontier Myth.  (2009, December 1).  Retrieved November 28, 2020, from https://www.essaytown.com/subjects/paper/frontier-myth/4755564

MLA Format

"Frontier Myth."  1 December 2009.  Web.  28 November 2020. <https://www.essaytown.com/subjects/paper/frontier-myth/4755564>.

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"Frontier Myth."  Essaytown.com.  December 1, 2009.  Accessed November 28, 2020.
https://www.essaytown.com/subjects/paper/frontier-myth/4755564.