Abstract
Advertising executives and branding gurus have perfectly understood the power of a man's beliefs, and to what extent his eyes, misled by persuasive arguments or suggestive images, can alter the perception of what stands in front of him. From a mere plasma screen to a symbol of social position, from a sophisticated MP3-Player to a token of 'coolness', or from a luxury watch to a sign of virility, it seems that advertisement can turn anything we look at into something much brighter and meaningful. In a world full of undistinguishable products, what could be more important than giving its leading toothpaste a real tangible personality?
