RICHARD DYER UTOPIAN SOLUTIONS

"It could be argued that because advertising stresses the private accumulation of goods and almost  hedonistic lifestyles, it encourages people think in terms of escape from the real world" - Richard Dyer

Richard Dyer believes that audiences consume media products with a clear set of pleasures to draw from that experience as seen in his quote above. His Utopian theory is also linked with the Uses and Gratifications theory (Katz and Blumler). Both theories suggest that audiences wish to escape from reality through media platforms.

Dyer's three reasons why audiences choose to consume media:

1. Social tension
2. Inadequancy
3. Absense

These three reasons are generated by reality so through the consumption of media, it provides the audience with a "Utopian solution".

The divide created between reality and media

Reality:

Tiring
Poverty
Boring routines
Manipulation
Rehousing 

Utopian Solution:

Active

Material things

Emotion & Energy

Honesty and love

Sense of belonging

This is an example of Richard Dye'rs Utopian solutions, as it creates a sense of escapism by making you want to be there. The diegetic sound of the water running reflects the summer and holidays by creating a calm and peaceful aura. The curtain in the back moving slowly shows that there is slight wind which yet again reminds you of hot summer in which you need some type of breeze. This is a successful "book a hotel" advert as it makes me and the viewers want a break.