A reflection on the letter, “Advertising in Dreams is Coming: Now What?”

Enter REM sleep. Art by Deirdre Barrett.

Last fall, I got an unusual email: an advertising agency asking if I would be interested in consulting on an ad for Coors beer — one that would focus on dreaming. I’ve made a career of studying dreams, and much of that has involved the process of dream incubation: coaching people on pre-sleep self-suggestions to influence their dream toward chosen topics. The Coors project was a novel chance to introduce a larger audience to the concept of dream incubation, so I agreed. …

Deirdre Barrett

Dream researcher and author of The Committee of Sleep, Trauma and Dreams, and Pandemic Dreams.

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