In this paper the traditional approach in psychology to decoding myths and meanings is replaced by a semiotic analysis which explores the social representations conveyed in the travel brochures marketing Mediterranean package holidays. The analysis suggests that holiday companies attempt to attract their clientele not through the overt add superficial attributes of holiday destinations as portrayed in brochure texts and photographs, but by providing the reader with a range of cultural tools which fantasy, meaning and identity can be created and constructed. Rather than being passive victims of advertisers' propaganda, the holidaymaker becomes an active participant in the creation and maintenance of ideology and myth.