Although you cannot read this tourism advertisement, the images are quite clear. In the first picture, under the title "the La Costa Idea...," there is a woman laying out in the sun with a palm tree in the background. The picture to its right is a man with a fish, most likely caught by him, that is twice the man's size. Underneath him is a woman in the middle of playing tennis. To the left of her is a man possibly surfing. On the next page there are two people riding horses; it seems as if one is a man and one is a woman. Underneath is a couple going sailing. Below that are a group of men golfing, and finally, there is a picture of a specific hotel or cabin that this advertisement is sponsoring.
This advertisement is quite straightforward. Although it is not an advertisement for California in a general manner, it is still a representation of the way it is portrayed. For example, the first image that is viewed on this ad is the woman laying down in a bikini, in the sun, and with a palm tree behind her. It is interesting because it seems as if it is trying to make California seem like a getaway. There are many places to go on vacation, but California is one of the only places where people go to sit in the sun and, as some would say, "chill." Not only that, but they put the woman at the threshold of the image and the palm tree and any form of land in the background to show that, when in California, one's surroundings do no matter, nothing matters. It is a carefree place. In all the other pictures, there is a similar idea shown. For example, the fish that the man obviously caught would rarely ever be caught by any fisherman, but it is trying to send the overpowering and always sought out idea of freedom and endless possibilities. Although there are images of people alone and relaxed, there are very few images of couples together; this idea can be tied back to Don Draper because whenever he goes to California he is not with his wife. Although he is with Anna Draper a lot of the time in future episodes, it is generally a place of escape for him. For example, when he goes to California with Peter Campbell, he ends up leaving him and going to stay with an unknown and "sketchy" family for a while. This California venture is a symbol of the way that all characters in the film and actual people in the time generalized it as; many characters talk about California like it is a different country to vacate to, and that's what people made of it.
Links referenced: "Vintage Travel and Tourism Ads of the 1960s (Page 26)." Vintage Ad Browser. Web. 28 Feb. 2011.
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