(1) A self-induced shift in consciousness, often focusing on some unattainable or improbable goal; sometimes fantasy is a way of compensating for a lack of external stimulation or for dissatisfaction with the actual self.
(2) In the context of advertising, this refers to an execution technique that is popular for emotional appeals. Fantasy executions are particularly well suited for TV as the commercial can become a temporary escape for the viewer into another lifestyle.
Cosmetic advertisements often use fantasy appeals to create images and symbols that become associated with the brand.
