Abstract
Advertising lures us into believing that happiness can be bought by going on frequent exotic holidays, accessing our favourite pieces of music wherever we go and being able to contact our friends whenever we start to feel alone. Yet all this availability of entertainment and pleasure in the Western world does not seem to make us feel happier or less bored. We have reached a stage where one in four people in the UK will experience some kind of mental health problem in the course of a year (Mental Health Foundation, 2005), and the incidence of boredom seems to be on the increase (Svendsen, 2005).
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