of television programming, both of these dreams are connected directly to the concept of consumerism. In order to survive, television needs the revenue which is provided by advertising. In turn, the advertisements need stimulating TV programs in order to entice viewers to watch them. Thus, it is in the best interest of both programmers and advertisers to encourage a culture of consumerism among its viewers.
Television uses a variety of methods and techniques in order to influence viewers in this way. For example, viewers are often manipulated into identifying with the characters in programs and commercials. This is accomplished mainly through the use of universal themes which all people can identify with. Furthermore, it is accomplished through the use of characterizations and language which carry an emotional appeal. In television commercials, for example, product identification is encouraged by implying that the product will somehow make the viewer's life better than it was before. In order to accomplish this goal, "advertising capitalizes on popular fears and desires, then propounds magical solutions" (Gitlin, "We Build Excitement," 1986, pp. 141-142). Television programs also play on emotional appeals in order to encourage audience identification. For example, as noted by mark Crispin Miller, TV sitcoms elicit emotional reactions by incorp
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