The U.S. economy is currently facing a series of ups – the cost of oil, food prices, unemployment – and downs – stock prices, value of the dollar, the housing market. These issues understandably have people concerned.

Perceptions of cultural imperialism and military excess have contributed to a tarnished image of the current United States in the eyes of global consumers. However, the traditional reputation associated with the country has remained intact. The U.S. is still seen as the world’s pinnacle of education and entrepreneurship, where achievement, affluence and opportunity flow freely. America is thought of as the land of the senses, where everything is bigger, brighter and flashier. As a nation founded on revolution, America embodies a maverick and a rebel, a place where adventurous spirits rule. The confident, outspoken though sometimes loud and aggressive American is a stereotype based on individuality and a self-expressive attitude. Americans are thought to indulge in the ready gratification of personal desires – both small and large – and the embrace of the good life.