The study of advertising and its treatment of utopian appeal enhance our understanding of consumer culture. By looking into the advertising page, we also look into consumers’ desires and the process by which these desires are reshaped and rechanneled through images and narratives created solely for the purpose of making a sale.Utopian Images and Narratives in Advertising: Dreams for Sale, edited by Luigi Manca, Alessandra Manca, and Gail W. Pieper, is a collection of essays which g...