Interpellation: Escaping from the Everyday

This section includes advertisements that are not focused on relationships but on the opportunity to escape from the everyday--perhaps including an escape from relationships, as we will see with the Carnival advertisement. The key rhetorical themes in this section are lack of contact with the subject, and a large degree of distance in which the people (and sometimes the objects) represented in the ad are far away from the viewer (Jewitt and Oyama 146-147, Rose 157). Two of these ads feature the commodity that is offered rather than a relationship that will flourish as a result of the commodity--as is the focus of the other section. This representation and focus on the commodity is another key theme of this section. Each of these ads also offers an opportunity for the subject to escape and experience something new--perhaps taking on a new identity or (re)discovering a facet of their identity that they have forgotten or were unaware that they had. These ads are persuasive because they offer this--a chance to discover or experience something new. They do this by featuring and offering something out of the ordinary, rather than part of the every day.