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The vast majority of research focused on analysing the behaviour that customers have after viewing advertisements, hence not examining the advertisement itself. This study specifically focuses on Surreal luxury advertisements, on their composition and their content, through a semiotic analysis of five visual luxury advertisements. This thesis highlights the resonance between today’s societal atmosphere and the surrealist mindset, drawing parallels from shared characteristics and the dichotomy of reality versus perception. It is concluded that Surrealism and today’s digital landscape are very much aligned, making the use of some of the art movement’s characteristics very contemporaneous. Surrealist marketing, leveraging unconventional and unexpected visual elements, is thought provoking and engages viewers to interact. This synergy between Surrealism and luxury values is even further highlighted by the influence of artificial intelligence in the making of visual marketing campaigns.
