New food for the soul

Creative people counter the economic hangover with romantic imageryThe Orbs "Little fluffy clouds" was the anthem of the late nineties. The kitschy soundtrack accompanied the launch of the new Beetle and became a symbol of identity for rave culture. Experiments and ironic refractions of romance, freedom and love were the order of the day in advertising: many pushed from the middle-class Christian camp into the yuppie or alternative scene, where the consumerist clientele waited for the latest gadget. Everything is different today: in a tough economy, instant sales are in demand. To achieve this, the advertising industry is reaching deep into its idyllic picture box: Motifs convey a cozy feeling of coming home. Trend researchers see confirmation in the accumulation of trust-inspiring images in advertising. page 20