Magic in advertising: Key themes for analysis

Abstract

This article identifies a variety of magical motifs that appear in ads and that consequently shape the popular practices of consumerism. In this context, magic refers to visual and textual content that suggest the world is suffused with supernatural forces and agencies. The author briefly discusses some basic approaches to the study of magic in advertising, proceeds to identify the range of magical themes that reliably appear in ads, and discusses an assignment that can be used to guide students towards a deeper understanding of this key aspect of consumerism.