From Parker, How to Interpret Literature (page 198)
Louis Althusser sees ideology as an unconscious process. It refers to an unconscious set of beliefs and assumptions, our imaginary relation to real conditions that may not match what we imagine.
Consider the spoof ad below: How does it parody (and thus make transparent) the “unconscious” relationship mainstream teens have to various trends? What do teens think they are buying (the intangible product)? What are they really getting (or buying into)?