Catalogue of the exhibition "Dreams. I sogni degli italiani in 50 anni di pubblicità televisiva" (Dreams, the dreams of Italians in 50 years of advertisement), the volume overlooks on half a century of TV advertisement on the background of social History and history of taste, habits and consumptions of Italian people. In the third part of the book there is a sort of dictionary of the keywords in TV advertisement. I wrote the entries "Identificazione" ("Identification") and "Rifiuto" (Refusal).