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"Above all": The myth of 'dreams' as advertising tool

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Authors
O'Halloran, Kay
Tan, S.
E, M.K.L.
Date
2013
Type
Book Chapter

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Citation
O'Halloran, K. and Tan, S. and E, M.K.L. 2013. "Above all": The myth of 'dreams' as advertising tool, in Pennock-Speck, B. and del Saz-Rubio, M. (ed), Multimodal analysis of television commercials, pp. 113-136. Spain: Universitat De Valencia.
Source Title
Multimodal analysis of television commercials
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National University of Singapore
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Abstract

Advertising helps us to make sense of things. It validates consumer commodities and a consumer life-style by associating goods with personal and social meanings and those aspirations and needs which are not fulfilled in real life. We come to think that consuming commodities will give us our identities.