Advertising is no longer the weapon of mass seduction that it was in the era of its triumph. While the collection of personal data on a massive scale has brought advertising into a radically new world, the responsibility it bears is immense. How to dream without betraying, to make people want without manipulating? How can a collective imagination exist when the public space is fragmenting before our eyes? In this hard-hitting and insightful text, john miller confronts criticism with nuance and does not evade the challenges that arise in a postmodern society worried about the way it produces, innovates, consumes and desires. Much more than a defense of advertising as such, it offers us a quest: to bring out positive, conscious but re-enchanted advertising.