... generations sought in other ways "conquering the oceans, settling the land, building the modern society, even searching for transcendence through religious belief and action. With few places on earth left to conquest today, the one endless expanse of exploration open to us is the local shopping mall. Everyone struggles to develop a sense of security, a sense of personal identity, but most of us end up constantly glancing around to see ... . When a celebrity endorser shares the same image as the one the advertiser would like to communicate about the particular product, a much stronger mes...

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