History always constitutes the relation between a present and its past. Consequently fear of the present leads to a mystification of the past. The use of particular historical moments in adverting is an interesting phenomena. Advertising uses history as a referent to a product, or the viewer, and in so doing removes the content and meaning of history in and of itself. Historical moments are exploited in the interest of selling commodities.
Historical moments hail the viewer to recognize a historical moment and remember their place in it.
Especially interesting perhaps, is the use of particular historical moments of national significance in advertising. Americans' sense of patriotism is a common target of advertising. Hearts swell with pride at images of parades welcoming home veterans. These images are used to sell products because of the immediate sense of connection which Americans feel with these nostalgic reflections. By using these historical images, the very meaning of the moment is usurped.