THE DREAM AND THE ADVERTISING IMAGINARY

Posted On Dec 11 2017 by

Dream, as a theme, occupies an important place in the advertising imaginary. Advertising creates and sells dreams, which are controlled by the will and the principles of the consumer society (Rigolt, 2013). According to Michèle Jouve, advertising borrows from dreams their patterns and ingredients, having, as background, the dream in the waking state (the promised ideal of advertisements) and, as a form, the dream while sleeping (Jouve, 2000:248). In advertising, a dream creates symbols, one of the objects invested with the greatest number of signs being the perfume. The main persuasive vector of perfume advertisements is the image, which allows …