Advertising as a Utopian Construct: New Trends in Myth-making in the Modern Information Society

Abstract

In the modern world people’s dreams about comfort are coming true, but we do not cease to dream because fantasizing is immanent to human nature and is a basis of creativity and realization of our desires. In an information society, this deeply individual process of desiring is organized by social institutions with the help of an information infrastructure, largely relied on advertising technologies. Advertising is adapts to the individual of the consumerist society who has evolved an immunity to the discourse of things; yet it is not losing its utopic function offering us ready constructs for symbolic consumption.