advertising

Anti-Advertisements: The System of Objects

by
Daulton Dickey.

“If we consume the product as product, we consume its meaning through advertising. Let us imagine for a moment modern cities stripped of all their signs, with walls bare like a guiltless conscience. And then GARAP appears. This single expression, GARAP is inscribed on all the walls: pure signifier, without a signified, signifying itself. Signified despite itself, it is consumed as sign. Advertising, like GARAP, is mass society, which, with the aid of an arbitrary and systematic sign, induces receptivity, mobilizes consciousness, and reconstitutes itself in the very process as the collective. Through advertising mass society and consumer society continuously ratify themselves.” —Jean Baudrillard, The System of Objects

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