This ad seeks to associate Hitachi laptop computers with the authorizing heroic aura of a celebrity .
Ads often seek to associate their products with the glamour of power, wealth and fame.
Anyone can enjoy, this argument goes, the same products and services as the rich and famous. This ad's use of former president John F. Kennedy's image is no random choice of hero figures, either. Kennedy name is strongly associated with the space program. The powerful metaphor of the American frontier connotes limitless potentials for freedom, wealth and opportunity. Return to Science, Technology and Cyberculture page.