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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Goods - Advertising, Urban Space, and the Moral Law of the Image (Paperback)
Loot Price: R638
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Goods - Advertising, Urban Space, and the Moral Law of the Image (Paperback)
Series: Commonalities
Expected to ship within 12 - 17 working days
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Objects are all around us - and images of objects, advertisements
for objects. Things are no longer merely purely physical or
economic entities: within the visual economy of advertising, they
are inescapably moral. Any object, regardless of its nature, can
for at least a moment aspire to be "good," can become not just an
object of value but a complex of possible happiness, a moral source
of perfection for any one of us. Our relation to things, Coccia,
argues in this provocative book, is what makes us human, and the
object world must be conceived as an ultimate artifact in order for
it to be the site of what the philosophical tradition has
considered "the good." Thinking a radical political praxis against
a facile materialist critique of things, Coccia shows how objects
become the medium through which a city enunciates its ethos, making
available an ethical life to those who live among them. When we
acknowledge that our notion of "the good" resides within a world of
things, we must grant that in advertising, humans have revealed
themselves as organisms that are ethically inseparable from the
very things they produce, exchange, and desire. In the advertising
imaginary, to be human is to be a moral cyborgs whose existence
attains ethical perfection only via the universe of things. The
necessary alienation which commodities cause and express is moral
rather than economic or social; we need our own products not just
to survive biologically or to improve the physical conditions of
our existence, but to live morally. Ultimately, Coccia's
provocative book offers a radically political rethinking of the
power of images. The problem of contemporary politics is not the
anesthetization of words but the excess power we invest in them.
Within images, we already live in another form of political life,
which has very little to do with the one invented and formalized by
the ancient and modern legal tradition. All we need to do is to
recognize it. Advertising and fashion are just the primitive,
sometimes grotesque, but ultimately irrepressible prefiguration of
the new politics to come.
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