This advertisement for Expedia, created by Mark Osborne in January 2013 in London, England serves as a prime example of lust. In a denotative examination of the text it is stating that Expedia's travel expertise can take someone to a place like paradise, fill of sun, sea, sand, and sex. The connotative examination of this piece reveals that this ad is appealing to the idea of escapism in human nature. This idea of leaving behind the mundane life and going to a fantastical location far away from the norm is an appeal to the sense of wanderlust humans experience on a day to day basis.The advertisement is being marketed towards British travelers, as shown by the use of English as the language of publication and the web address in the bottom left corner (expedia.co.uk). The social and economic backgrounds of the targets of this advertisement would consist of people who are middle to upper class who are seeking adventure in their mundane lives, since lower class members of society could not afford luxurious vacations to high end resorts. The average traveler does not have a large amount of cultural knowledge of the place of the they are traveling, which is represented in this ads generic descriptions of travel destinations. The ad is simplistic in its layout, listing off a series of words as airplane baggage tickets. The words themselves promote the idea of lust in that sex is included alongside sun, sea, and sand. This implies that sex is just as important to a complete beach vacation as the beach itself. This plays on stereotypes of luxurious vacations to faraway islands that are present in the minds of wealthy travelers.
