It is vital to tell the difference between publicity and the pleasure which the product it advertises brings. Publicity is successful accurately because it feeds upon realities. It starts with undertaking a natural appetite for pleasure. However, it cannot provide the real things of pleasure. Also, there is no persuasive object for a pleasure in that pleasure’s own terms substituted for it. Publicity is never a praise of a pleasure-in-itself but always about the future buyer. It is about social relations, not the product itself. It brings the happiness of being envied, which is a solitary form of security. Sharing your experience with those who envy you will make you less enviable. The absent, unfocused look of the models in glamour images shows that they are sustained by the looks of envy.
The model in the ad is wearing a colorful bikini, a jacket and a pair of sunglasses. She is leaning on a surf board with a bag on her hand. There is another one beside her waist. All her stuff is printed on the logo of the brand name. The eyes behind the sunglasses might be half-opened, showing her conceit. Her slight-opened mouth shows her sense of superiority and enjoyment. She looks as proud as a peacock and has a lot of confidence in herself. She enjoys the look of those who envy her as if she is a super star with thousands of fans. They cannot possess what she has—the luxuries. Her nice figure, clothes, bags…everything on her can be envied. It is the happiness of being envied that makes her shine like a star.
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