References to and images of flying saucers and UFOs have appeared in US advertising since at least 1947. This project argues ads from 1947–1989 reflected the symbol's fluidity in advertising and influences of the Cold War, UFO knowledge and mythology, and the advertising industry. Six themes are examined: (1) modern fashion and design; (2) technological progress and utopias; (3) little green men as consumers; (4) alarming language and images in ads for flying saucer media; (5) the creation of publicity stunts and camouflaged advertising forms; and (6) in the 1980s, UFOs representing consumer transcendence and awe. Flying saucers and UFOs in ads functioned as "floating signifiers"— as symbols for the fashionable, fanciful, or the frightening—to represent a variety of values and advertising techniques.