publication . Article . 2016

Know it while you have it: The Ontological Condition of a Cancelled Advertisement

Large, William; Bradshaw, Alan;
Open Access
  • Published: 02 Jan 2016 Journal: Journal of the British Society for Phenomenology, volume 47, pages 72-86 (issn: 0007-1773, eissn: 2332-0486, Copyright policy)
  • Publisher: Informa UK Limited
  • Country: United Kingdom
Abstract
It is well known that advertising and branding co-opts counter culture to sell commodities, but in this article we uncover the ontological conditions for such an appropriation. We investigate a particular example of contemporary advertising, the Levis commercial “Legacy – Now is our Time“ (2011), which was subsequently pulled because of the British riots of that year, as a historical situated and saturated moment. This article employs Benjamin's notion of the phantasmagoria to uncover the messianic possibilities of a future hidden in the cynicism of the image, and Freud’s essay on ‘The Uncanny’ to suggest the particular temporal structure of this future as a rep...
Subjects
free text keywords: Epistemology, Human capital, Sociology, Situated, Appropriation, Advertising, Uncanny, Late capitalism, Subjectification, Phantasmagoria, Biopower, HF5801_Advertising
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