mentioned below!

Interesting question, Simon.... :)

Like Max Power, I've noticed that Who Wants To Be A Millionaire is a very good show to watch with others.... During the time the contestant is thinking, when I've watched it we're usually discussing which answer it is (if it's not obvious to one of us)....

I think one of the keys though is the fantasy element. There is something still "magical" about the world "millionaire".... And that's the fantasy element, it hooks into your dreams.....

You know, sometimes I love reading certain ads.... I didn't fully understand why, but now I do. I think (in part) it's the fantasy element.... For example, I can go to a web site like www.adflip.com and have a fun time looking through certain ads (I tend to prefer the "wordy" ones).... Ads often represent a "perfect" world -- one where you have the latest cool gadgets, the cleanest, most perfect houses, no more illnesses, perfect family relations, and you're driving the coolest car! Hey, who couldn't enjoy that.... :)

A while ago, Adam Katz brought up the topic of J. Peterman and the J. Peterman catalog (see the current online version at www.jpeterman.com ). If anything represents successful advertising as "fantasy," I think the J. Peterman catalog is it! On one level, he's selling clothing, but on another level he's selling a fantasy of mystical days gone by....

Anyhow, Simon, what do you think regarding your question? I know that behind your thought-provoking posts usually lie some excellent insights! :)

- Dien