> THE FACT

The Brands on Air site offers Internet users the opportunity to buy products that have been placed in films, TV series, programmes and clips. From the wedding dress worn by the heroine of Twilight, the Brooks Brothers tie worn by Georges Clooney in The Ides of March and the furniture seen in the programme D&CO…everything seen in the media can now be purchased.

> THE ANALYSIS

Innovative and original, the offer of the Brands on Air website has, firstly, illustrated the manner in which the media now influences consumption: less by the pressure that they exert than by the imagination that they help to spread. Actors and celebrities from all genres occupying the media space, how can they be surprised that they have become consumer models? Through offering Internet users the chance to purchase the brands that they carry, the Brands on Air site has found a new way of stimulating purchase desire. They have also taken advantage of the idea (fantasy?) which is now widespread with consumers that their purchases can help them construct their identity and can even let them gain access to another persona. After consumption in the service of personal expression, consumption in the service of self-transformation?