MGM Grand and the Standard of Living

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What’s better than having a grand time?  Having a grander time—at the newly renovated MGM Grand resort in Las Vegas.  A series of ads promotes the upgraded facilities and targets young professionals, stoking desires for luxury, excitement, and effortless sophistication.  One ad in particular sandwiches a somewhat diminutive male between two attractive women.  He gracefully carries a cocktail, a handy catalyst and potential excuse for the “grander euphoria” about to unfold.  Behind him, the piercing eyes of a sensual brunette confide in us.  Might we too join the party?

The marketing of casinos as sanctioned pleasure palaces is by no means new, nor is advertising that appeals to sexual fantasies.  “New rooms” and “New clubs” typify the spirit of Las Vegas, a city that continually reinvents itself or perhaps just doubles up in the form of “New experiences.”  Notice, however, the absence of gaming and gambling images in MGM’s new…

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