ations and understand what the ad is trying to impose. We relate to the message trying to be given by that specific product and get some kind of a feeling that we will be happy when we buy that specific product, because we envy that person in the advertisement who owns that specific product. These others that we envy are mostly the dominant groups of that society, such as the famous, glamorous, rich people. In the contemporary capitalist world, we see "the dominant groups attempt to represent the world in forms that reflect their own interests, the interests of their power." (Hodge and Kress, 1988:3) Ideology in this sense is the representations reflecting the dominant group's interest, the interests of the power. According to Willamson, distinction between people, the ones who have and don't have power, is determined by their role in the production sphere; roles such as being the workers, the employers or the employees. The products of the workers are shown in the advertisements and as Williamson states, "... instead of being identified by what they produce, people are made to identify themselves with what they consume... The fundamental differences in society are still class differences, but use of manufactured goods as a means of creating classes or groups form an overlay on them. This overlay is ideology." ( Willamson, 1978: 13) Ideology therefore hides the realm of the relationships of class, which is the production sphere, and shows it in another realm, which is the
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