The article focuses on the reasons for high demand on G. Klimt’s imagery in “commercial art” of design and advertising. The author argues that modern consumer tends to favor G. Klimt’s artistic style and images because of modern consumer’s “philosophy” as it is reflected in advertising. The consumer lives in the world of illusions woven by ever-present advertising. G. Klimt’s symbolism fits well into modern advertising’s representations, it stimulates those fantasies that invoke the “game reality” of consuming.