ABSTRACT
This chapter describes the ambience of the advertisement as romantic and fantastic; it seems to be a daydream and has a surrealistic quality, with a white horse standing in a bathroom partially lost in billows of steam. The horse is a complex symbol, and the white horse is an even more difficult one. The horse is a symbol of freedom and also of potency—the stallion. The white horse, particularly in American culture, brings to mind heroes such as the Lone Ranger and his white horse, Silver. In such cases the white horse combines the notions of chivalry, innocence, and heroism. One of the basic appeals in this advertisement is to what might be called "good living." This can be seen in the luxurious nature of the appointments—the gilded legs of the bathtub, the deep texture of the rug and towel, and the fresh flowers in the bathroom.
