Advertising Fantasy: Consuming Passion -‘Consumed’ Desire

摘要

Advertisements (n = 400) published in Bengali periodicals in four different time periods, 1947–48, 1971–72, 1991–92 & 2008–09 drawn following a multistage sampling were analyzed to see the pattern of change in concepts associated with products. They included four categories of products/ services : Jewellery, cosmetics, garments and banking. The analysis of advertisements indicated that diverse values are associated with products that have social and cultural connotations. Through such value addition, as if consumption of these commodities provides the consumer with an opportunity to construct, maintain and communicate identity and social meanings. However, the consumer emerged not as a passive victim, but an active agent in the construction of meaning.