Abstract
Works created with surreal expressions in modern advertisement design utilize visually approachable content to explore the correlation of the two polarized concepts reality and fantasy. This study defines surrealist language through literature review and case study of related references. The surrealist visual is an advertisement method that arouses unconscious sentiments of the beholder and invites for artistic experience. Should the advertisement elicit such unconcious sensitivity of the consumers, the designer furthers the boundary of advertisement expressions to the unconcious level. Through various case studies, the thesis explains on a typological level why consumers feel awe and wonder within such fictional, inexisistent visual content. Inquiries have been raised on the ironical phenomenon, and the thesis’ attempt to resolve the intellectual curiosity bears significant meaning.
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