Abstract:

It is becoming apparent that human imagination and the fantasies it makes possible are crucial for human happiness. It has been believed that imagination is a subjective and idiosyncratic capacity, however recent research shows this is not the case; the things people hope, fantasise and dream about are shaped by culture. This presentation shows how semiotics have been used to understand how and what consumers imagine and fantasise about and how brands and comms can use this resource to create highly compelling strategy.