ABSTRACT
Based upon the notion that communication is also mobility, this chapter deals specifically with the link between mobility and brand strategies from the perspective of the New Mobilities Paradigm (NMP). With special focus on brands’ advertising discourse, this chapter aims to demonstrate how advertising has been appropriating the contemporary compulsion to mobility in order to promote new products and services by selling mobilities – social, symbolic, potential, and imaginative – as one of the most important features offered by goods. The notion of “consumption of (im)mobilities” was used as a contribution to rethink the advertising discourse in a mobile risk society within which objects can be seen as motility tools that can support the individual’s everyday compulsion for (im)mobility with some stability and less risk.
