The System of Objects

Advertising works on the level of the dream, which defines and redirects an imaginary potentiality. Advertising can only ever refer to objects, then, in a world that is absent. And as any faithful Bojiardian thinker would say, the image always refers only to other images. This is the real function of these advertising systems. They only ever liberate fantasies that serve to inhibit our unconscious drives. If consumption were indeed tied to the realm of needs, some sort of progress towards satisfaction would presumably occur. But there wouldn't be huge lots of unused vehicles that were just never sold.