Friday, December 23, 2005

File under miscellaneous:

There's a difference between the way the ad was produced and the way you are perceiving it. For the people who made it, who were involved in it after the idea was thought up, the ad is simply a thing they made, a work of technical- and literary/theatrical- craft. We've come to the point in advertising where pure invention has become the equal of intent (and Giotto made billboards for the Catholic Church.) This is the result in how capitalism is perceived by those who live in it: it is no longer a question of Capitalism as ideal but simply as fact.

Advertising has always been seen as an intellectual act, as certain forms of popular literature are seen by their fans primarily as intellectual or illustrative. 'Speculative' fiction and the like usually are nothing more than advertisements for ideas. As a philosophy of art they're basically Stalinist, though that's become the template for all theoretical activity. The academy has become Intellectual technocracy; it doesn't matter if you're talking about analytic philosophy or deconstruction: ideas take precedence over acts.

In describing this ad you're describing the opposite.
Congratulations, you've just discovered art.

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