The electrified dream: do humans dream of electric sheep?

Abstract

Based on the advertising campaign launched by the North American beer company Coors in 2021, in which the protocol known as Target Dream Incubation (TDI) was used aiming at the use of dreams for advertising purposes, we constructed a theoretical and philosophical reflection of the phenomenon that we designate as electrification of dream images. We deepen the discussion about the historical process through which images have been stripped of their symbolic power, until we reach the current stage that increasingly relies on interventions from the dream space for marketing purposes based on the logics of capital. To do this, we return to ideas from theorists such as Edgar Morin, Norval Baitello Jr., Jean Baudrillard and C. G. Jung, among others. We also explore the need to think about creative, imaginal, and imaginative escapes so that the archetypal dimension of human life is not denied, thus erupting in a pathological way, individually and collectively.

Keywords
image; imaginary; dream; advertising; communication