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.
If adverts function on the daydream level, it clearly becomes in adequate to merely condemn advertising for channeling readers attention and desires towards an unrealistic, paradisiacal nowhere land. Advertising certainly does that, but in order for people to find it relevant, the utopia visualized in adverts must be linked to our surrounding reality by a casual connection.
1.The people in adverts are in most coves ___.
A.happy and glamorous
B.successful
C.obvious
D.both A and B
2.When the glamorous promises held out by the adverts didnt materialize the average consumer is not surprised, because ___.
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