|
Most people would probably agree that many individual consumer adverts function on the level of the daydream. By picturing quite unusually happy and glamorous people whose success in either career of sexual terms, or both， is obvious， adverts construct an imaginary world in which the reader is able to make come true those desires which remain unsatisfied in his or her everyday life. An advert for a science fiction magazine is unusually explicit about this. In addition to the primary use value of the magazine, the reader is promised access to a wonderful universe through the productaccess to other mysterious and tantalizing worlds and epochs, the realms of the imagination. When studying advertising, it is therefore unreasonable to expect readers to decipher adverts as factual statements about reality. Most adverts are just too meagre in informative content and too rich in emotional suggestive detail to be read literally. If people read then literally, they would soon be forced to realize their error when the glamorous promises held out by the adverts didnt materialize. The average consumer is not surprised that his purchase of the commodity does not redeem the promise of the advertisement， for this is what he is used to in life: the individuals pursuit of happiness and success is usually in vain. But the fantasy is his to keep; in his dream world he enjoys a future endlessly deferred。 The Estivalia advert is quite explicit about the fact that advertising shows us not reality, but a fantasy; it does so by openly admitting the daydream but in a way that insists on the existence of a bridge linking daydream to realityEstivalia， which is for daydream believers， those who refuse to give up trying to make the hazy ideal of natural beauty and harmony come true. | 
