Advertising draws “heavily online marketing on psychological theories about how to create subjects, enabling advertising and marketing to take on a ‘more clearly psychological tinge’ (Miller and Rose voip, 1997, cited in Thrift, 1999, p. 67). Increasingly, the emphasis in advertising has switched from providing ‘factual’ information to the symbolic connotations of commodities, since the crucial cultural premise of advertising online payments is that the material object being sold is never in itself enough. Even those commodities providing for the most mundane necessities of daily life dsl must be imbued with symbolic qualities and culturally endowed meanings via the ‘magic system (Williams, 1980) of advertising. In this way and by altering the context in which advertisements appear, things ‘can be made to mean "just about anything"’ (McFall, 2002, p. 162) and the ‘same’ things can be endowed with different intended meanings for different individuals and groups of people, thereby offering backup mass produced visions of individualism.