People may not really think they’ll become the people they see in the ads, but the paradigms invoked by advertisements do seem to matter a great deal in terms of how people understand their social identity.
The same goes for any other kind of media, apparently. The recent flurry of invented narratives in the race for the US presidency comes to mind - especially McCain’s campaign, which has changed narratives repeatedly in the last few months, depending on which way the polls are going. (thanks Tom)
Link to professor Tom Streeter’s insightful web essay on semiotics in media.
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