[...]nly a claim that people make)
='lgc'>='lgc'>--> an ='thdf'>example of how dominant ="trms">technologies are not just ="trms">instruments but models (through which the ="trms">world is understood)
‘clockwork universe’ was the model for the last four millennia='lgc'>: clockwork-like essence of ="trms">cosmos ='lgc'>+ state ='lgc'>+ body (='lgc'>=/= romanticism, galvanism, mesmerism, quantum mechanics)
='lgc'>}='lgc'>='lgc'>==>
="lsts lst1">•="trms">consumer as computer/computational (="trms">consumer as information processor, ="trms">consumer as automatic subject ='lgc'>=/= psychological ="trms">agent) ='lgc'><='lgc'>== ="trms">science of cybernetics, automaticity, feedback
="lsts lst1">•information (a new powerful substance in mid 20th century), “raw ="trms">data ='lgc'>='lgc'>==> decisions, models, theories”, a specialized value-free term (='lgc'>=/= fact, learning, wisdom, understanding, enlightenment) ='lgc'>='lgc'>--> second half of 20th century='lgc'>: information began to assume a deep and proved privileges place (in politics, cultural ="trms">imaginary), to informationalize ="trms">consumer objects='lgc'>:
="lsts lst2">◦jeans as “intelligent denim” ='lgc'>='lgc'>--> “vector graphics and pixelation as there expression of your individuality” (Jack ='and'>& Jones)
="lsts lst2">◦cream as “pro-retinal A nanosomes and Par-Elasty” (L'Oreal)
="lsts lst1">•
="lstsrd">2.
laborization of life
growing sophistication of the previously simple and straightforward ="trms">categories of aliveness and deadness (='lgc'><='lgc'>== ="trms">technologies since the 1970s='lgc'>: stem cell engineering, in vitro fertilization, genomics, virtual surgery, bio="trms">material engineering)
='lgc'>}='lgc'>='lgc'>==>
="lsts lst1">•make the range of what constitutes ‘alive’ larger and more complex
="lsts lst1">•="trms">stage the ="trms">interpenetration of the machinic and the organic
(in the future it will be the) ="trms">marketers as the most influential groups in re-drawing ="trms">categories of existence and deciding what is animate or inanimate, ="trms">natural or ="trms">technical (not ="trms">scientists or philosophers)
='lgc'>[='strcls'>***classical ="trms">marketing strategies='lgc'>: ="trms">positioning, ="trms">communication='lgc'>]
='lgc'>='lgc'>==> paradoxes in ="trms">consumption (for example stem cell engineered meat appears as both identical and radically ="trms">different from its predecessors) ='lgc'>='lgc'>--> postethical ="trms">consumption models (="trms">categorized as vegetarian='qstn'>? how ="trms">marketing re-enchant food without appeal to a myth of ="trms">pastoral o="trms"nttrm="righ,rigo,riga,rigi,trig,rign">rigin='qstn'>?)
='lgc'>='lgc'>--> commentary ="trms">consumption acts='lgc'>: organic food ="trms">market, ="trms">natural healthcare ="trms">market
="lstsrd">3.
miniaturization of life
“fast, cheap, and out of control”
autonomous (='lgc'>=/= central, god-like)
='lgc'>}='lgc'>='lgc'>==>
="lsts lst1">•="trms">technology is no more locatable within a machine (a consciousness that envelopes the ="trms">world) ='lgc'>='lgc'>--> dispersed='lgc'>: (a logic of) ="trms">technology as environment ='lgc'>[diffused='lgc'>] ='lgc'>=/= tool ='lgc'>[discrete='lgc'>]
="trms">internet of things ='lgc'>: digitally enabled objects share and ="trms">respond to information
1980s ='lgc'>='lgc'>--> processing (of information, microprocessor)
1990s ='lgc'>='lgc'>--> ="trms">networking (="trms">world wide web)
2000s ='lgc'>='lgc'>--> sensing and controlling
“my ="trms">consumption patterns worth so much that they under="trms">write my acts of ="trms">consumption” -Hayles
="lsts lst1">•='strcls'>*cognition='lgc'> = a product='strcls'>* that emerges between the self and its environment (and does not take place ex="trms">="trms"nttrm="cluster,club">clusively on the brain) ='lgc'>--="trms">stages='lgc'>='lgc'>--> cognition as a process
="lstsrd">4.
complexification of life
complex (feedback loops, emergence, bifurcation) ='lgc'>=/= complicated='lgc'>: accurately analysable ="trms">system having a large number of component and perform sophisticated tasks
="lsts lst1">•most of the most valuable products today have virtual components (software, money, etc.) that would be unrecognizable 25 years ago
="lstsrd">5.
automation of life
(fundamental legal principle of) ius gentium='lgc'>: all humans are the same in so far as they are rational human beings in possession of free will ='lgc'>=/= 21st century ="trms">neuro="trms">scientific research
='lgc'>}='lgc'>--Libet='lgc'>='lgc'>--> “free won't” ='lgc'>: the mind exists in a climate which says yes, but it can say no
="trms">agency is outsourced to ="trms">systems that increasingly invisiblize from everyday life (software deciding mortgage, Face="trms">book sug="trms">gest friend, turning car into a moving computer)
dystopian ="trms">imaginary of Black Mirror TV series ='lgc'>='lgc'>--> these developments are a tyrannical force that undermine an a ="trms">priori and fundamental humanness
='lgc'>--="ppl">Campbell='lgc'>='lgc'>--> ="trms">consumer rese="trms"nttrm="search">archer's results will be powerful counter-balances to the often too blindly utopian and dystopian accounts of the future
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='lgc'>[='strcls'>*='lgc'>]advertising='lgc'>: (ubiquitous and contentious) ="trms">symptom of organization='lgc'>[= corporate entity and/or common practice='lgc'>]
="trms">aesthetic ambassador of the organization
='lgc'>--(a way through which)='lgc'>='lgc'>--> ='strcls'>**anyone outside the organization mythologizes an ="trms">imaginary inside='strcls'>**
(its) media='lgc'>:
="lsts lst1">•='strcls'>***indirect messages of public ="trms">relations that are embedded deep in the heart of non-advertising genres='strcls'>***
="lsts lst1">•bombastic and direct appeal of made-for-cinema advertisement and corporate ="trms">communication
="lsts lst1">•
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how advertising used to be scorned as a practice and profession ='lgc'>='lgc'>--> gained ="trms">responsibility in American culture='lgc'>:
="prgrph">-1 advertising became ="trms">instrumental in en="trms"nttrm="listen,alist,ilist,llist,olist,ylist,ulist">listing soldiers during ="trms">world war I ='lgc'>='lgc'>==> lending it a moral force which served more noble purposes besides commerce
="prgrph">-2 it was elevated through its incorporation into education (first in Harvard University 1924)
="prgrph">-3 it becames adept at referencing styles and com="trms">missioning work from the realm of high culture
='lgc'>}='lgc'>--now='lgc'>='lgc'>--> advertising does not just produce culture, but ='strcls'>***culture produces advertising='strcls'>***
(one of the central ="trms">questions of advertising in contemporary times has been the extent to which) ='strcls'>*advertising enframes everything within its discourse and logic='strcls'>*
='lgc'>--="ppl">Campbell='lgc'>='lgc'>--> ='strcls'>****if advertising is everything, what is it not='qstn'>?='strcls'>**** ='lgc'>[='at'>@="nms">apass='lgc'>] ='lgc'><='lgc'>-- this is a crucial ="trms">question about advertising and it is part of a larger global crucial devate about the commodification of life and previously inalienable aspects thereof
="trms">scientific advertising ='lgc'>-='lgc'>='lgc'>--> ='gtrw'>go to ="ppl">="ppl">Haraway
advertising='lgc'>:
="lstsrd">1. fascinates us
="lstsrd">2. it works
an average person in the western ="trms">world is exposed to 3000 advertisements per day
everyday, it transforms me from this ="trms">world to an ="trms">imaginary one for a moment
(advertising) offers through a ='strcls'>*constant stream of visual cameos='strcls'>* برجسته کارى, ='strcls'>*implicit standards='strcls'>* of cleanliness, ="trms">sociality, family life, health, happiness, and a great many other values ='lgc'>='lgc'>==> ="trms">affect me
='strcls'>****="trms">modern advertising works by appearing not to care if it works='strcls'>**** ='lgc'>='lgc'>--> when someone utters the immortal phrase “advertising doesn't ="trms">affect me"='lgc'> = advertising has achieved its ultimate goal ='lgc'>='lgc'>--> ='strcls'>*****advertising empowers us to feel distant to it='strcls'>*****
="ppl">Campbell ='lgc'>='lgc'>--> advertising='lgc'>: organizs meaning in the most powerful and generic of senses ='lgc'>+ a ="trms">symptom of the organization
1920 - 1930
="trms">modern advertising's coming of age (creating compelling signs)
(its signs underwent a qualitative shift in) sophistication
personalized testimonials
='strcls'>*participatory tone of voice='strcls'>* ='lgc'>[='lgc'>=/= direct imperative command='lgc'>]
="trms">consumer goods ="trms">embodied values (that had normally been attributed to humans and the ="trms">natural ="trms">world) ='lgc'>[='lgc'>=/= mere economic entities='lgc'>]
(through the ="trms">system of advertising='lgc'>: ='strcls'>*="trms">imagining the product as a benefit sought by the ="trms">consumer='strcls'>* ='lgc'>~ illumination instead of lighting fixtures, prestige instead of automobiles, sex appeal instead of mere soap,,) ='strcls'>*products ='lgc'>--offer='lgc'>='lgc'>--> mini-solutions to the dilemmas of ="trms">modernity='lgc'>[= the pace and scale of rationalization, depersonalization and ="trms"nttrm="disturban">urbanization brought by ="trms">modern industrial capitalism ='lgc'>==exerted='lgc'>='lgc'>==> هزینه خسارت a toll on the human psyche='lgc'>]
1950 - 1960
(from) public role of sign identification ='lgc'>--to='lgc'>='lgc'>--> private and psychological space of one's mind and ="trms">interior life
rise of ='strcls'>*depth men='strcls'>* (='lgc'>='lgc'>--> Mad Men TV series, people in advertising ="trms">agencies that reportedly used psychological ="trms">techniques to uncovers the subconscious needs, desires, insecurities, fears of ="trms">consumers)
='strcls'>*product='lgc'> = unconscious fulfilments, solutions, comforts and fantasies to them='strcls'>*
='lgc'>[Packard's Betty Crocker cake mix and Esso's Tiger in your Tank campaign ='lgc'>='lgc'>--> alleged power of small groups of people to organize meaning on a massive and uncontrolled level='lgc'>]
="lsts lst1">•freezer='lgc'> = a nostalgic site of security in a threatening environment ='lgc'>=/= a device for cooling foodstuffs (='strcls'>*giving of food ='lgc'><='lgc'>--='lgc'>='lgc'>~='lgc'>~> ="trms">love='strcls'>* ='lgc'>+ insecurity ='lgc'>='lgc'>==> more food than you can eat)
="prgrph">-more sophisticated motivational research and appeals
='strcls'>****advertising='lgc'>: a form of ="trms">literacy='strcls'>**** (a new and be="trms">wildering ="trms">code)
sign ="trms">system of advertising is not static
the generations to come will regard contemporary sign ="trms">systems as rudimentary and easy to de="trms">code
ultra-sophisticated images will appear antiquited and perhaps even humorous (='at'>@="frds scrmbld"nttrm="Godard">Goda hating contemporary sign ="trms">system)
="prgrph">-the way in which advertising today visualizes software, the environment, nano="trms">technology as seemingly ='strcls'>*undeconstructible ='and'>& transparent='strcls'>* will be staple examples in classroom curricula
="large lg1" stl="font-size:131%">
(the most obvious and immediate way of conceptualizing) advertising='lgc'>: a ="trms">system that creates signs with the purpose of ="trms">communicating meaning ='lgc'>=/= ="ppl">Campbell
discipline of ="trms">marketing ='lgc'>--support='lgc'>='lgc'>--> investigation of image ="trms">consumption
early models of advertising (='lgc'>='lgc'>--> ='strcls'>**how we understand the philosophy of what information and ="trms">communication are='strcls'>**)
="lsts lst1">•1949 Bell Laboratories ='lgc'>='lgc'>--> information='lgc'>: universalized component of any ="trms">system that ="trms">communicated ='lgc'>=/= “information” as rather ="trms">poetic and sipritual term (at home in philosophy ='lgc'>=/= engineering) ='lgc'>--advertising='lgc'>='lgc'>--> hierarchy of effects='lgc'>: cognitive ='lgc'>--to='lgc'>='lgc'>--> ="trms">affective ='lgc'>--to='lgc'>='lgc'>--> behavioral ='lgc'>[='lgc'>='lgc'>--> informationalize and ="trms">measure aspects of advertising='lgc'>]
(to understand) ='strcls'>*information theory of ="trms">communication as a reflection of larger ="trms">scientific and philosophical aims of the time='strcls'>*
='strcls'>***information theory of ="trms">communication ='lgc'>='lgc'>==>
="lsts lst1">•providing ="trms">codified models that predict ="trms">response
="lsts lst1">•enframe ="trms">communication within a logic of relative effectiveness or ineffectiveness
='lgc'>}='lgc'>=/= my ="trms">lectures
brand ="trms">memories
brand equity
boundary between advertising and everyday life
='lgc'>[="ppl">Campbell ='lgc'>=/=='lgc'>]
='thdf'>the idea that qualitative advertising research has a manageria="trms"nttrm="listen,alist,ilist,llist,olist,ylist,ulist">list axiology
a ="trms">priori ='thdf'>assumption of “advertising='lgc'> = information ="trms">communication” (='lgc'>=/= people incorporate advertising so that it functions as a ='strcls'>*="trms">social glue='strcls'>* within groups)
(vernacular specter of advertising)
="trms">spectacular vernacular of ="trms">social fabric
site of investigation='lgc'>:
="lstsrd">1. site of ="trms">consumption='lgc'> = reception (the field of meaning from a ="trms">consumer's perspective)
="lstsrd">2. site of production='lgc'> = processes involved in making ads (favoured in media studies and ethnographic approaches to advertising)
="lstsrd">3. site of the image='lgc'>: analysis of the meaning of the image itself (independent of intention and reception) are the most powerful way to show what images in="trms"nttrm="cluster,club">clude and ex="trms"nttrm="cluster,club">clude (drawing influence primarily from the disciplines of ="trms">history, philosophy, ="trms">sociology and ="trms">linguistics)
how meaning moved from ='strcls'>*the ="trms">world of advertising='strcls'>* ='lgc'>--to='lgc'>='lgc'>--> ='strcls'>*the ="trms">world of the ="trms">consumer='strcls'>* ='lgc'>: ways in which advertising is ="trms">integrated into the life-="trms">world of people
='strcls'>****advertising='lgc'>: a powerful ="trms">translator of the cultural ="trms">world='strcls'>**** ='and'>& داور a central arbiter of meaning in ="trms">consumer ="trms">worlds (='lgc'>='lgc'>--> ='thdf'>this is why advertising concerns me)
="large lg14" stl="font-size:104%">
="ppl">Barthes ='lgc'>+ Saussure ='lgc'>+ ="ppl">Peirce ='lgc'>+ Jacobsen ='lgc'>='lgc'>--> ="trms">semiotics can be regarded as one of the most comprehensive studies of sign ="trms">system ='lgc'>~ advertisement='lgc'>: bundle of signs that formed finely constructed conventions ='lgc'>='lgc'>==> ‘image='lgc'> = text’ (its grammar='lgc'>:)
="lstsrd">1. micro-level='lgc'>: tiny units, vectors, colors, forms (within the visual plane)
="lstsrd">2. mid-level='lgc'>: human-level characteristics of gender, hairstyle, posture, facial expression, buildings, ="trms">rhetorical devices in the image (such as ="trms">="trms"nttrm="metaph,metamorph,metabol,metal">metaphor and troping)
="lstsrd">3. ="trms"nttrm="metaph,metamorph,metabol,metal">meta-level='lgc'>: ="trms">narrative structure, mythic in ="trms">nature, to see ="trms">embodied in the properties and dynamics of the image the macro properties and fynamics of ="trms">social ="trms">world (='lgc'><='lgc'>-- business of ="trms">semiotic)
="ppl">Barthes ='lgc'>='lgc'>--> (new medium of) photographic advertisement='lgc'> = a ="trms">codified structure ='lgc'>=/= a transparent reflection of the ="trms">world
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="prgrph">-='strcls'>*="ppl">Barthes ="trms"nttrm="already,spread">reading of Citroen DS car
impossible newness
it appears at first sight as a superlative object صفت عالی
object which appear at first sight as completely finished ="trms">present to us at once a perfection and an absence of o="trms"nttrm="righ,rigo,riga,rigi,trig,rign">rigin, closure and a brilliance, ='strcls'>*a transformation of life into ="trms">matter='strcls'>*, a silence that belongs to the realm of fairy tales
='strcls'>*smoothness is not a property of ="trms">material, but a ="trms">social value='strcls'>*
="prgrph">-Christ's robe was seamless, ="trms">science ="trms">fiction, made of unbroken ="trms"nttrm="metaph,metamorph,metabol,metal">metal, ="trms">phenomenology of assembling, hold together by sole virtue of their wondrous shape ='lgc'>='lgc'>==> ='thdf'>the idea of benign ="trms">nature
='lgc'>}='lgc'>--learn='lgc'>='lgc'>--> (to make) lines of connection='lgc'>: visual convention ='lgc'>+ ="trms">religious painting, ="trms">science ="trms">fiction film, politics of ="trms">nature (constructed over the ="trms">past 2000 years of western culture) ='lgc'>[='lgc'><='lgc'>-- to understand this in your own work ='at'>#feedback ='at'>@="nms">apass='lgc'>]
="prgrph">-='strcls'>*="ppl">="ppl">Haraway
neutral images of (high-tech) ="trms">science ='lgc'>='lgc'>--> stock of Renaissance visual analogues ='lgc'>='lgc'>==> legitimate lineage ='lgc'>+ o="trms"nttrm="righ,rigo,riga,rigi,trig,rign">rigin ="trms">story (for ="trms">technical revolutions)
(="ppl">Barthes > ="ppl">Campbell) ='strcls'>**what sign constructions do westerners use to tell the ="trms">story of how ="trms">technology comes to be ="trms">present in the ="trms">world='qstn'>?='strcls'>**
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="prgrph">-='strcls'>*="ppl">Campbell ="trms"nttrm="already,spread">reading of Simens’ ad “builing blocks” (2005)
Simens products float into space, as ="trms">naturally and as pure white snowflake falling to the earth
absence of labor ='lgc'>==herald='lgc'>='lgc'>==> a universe of self-organizing invisible ="trms">agency
“="trms">technology='lgc'> = invisible force that is lighter than air, rearranging itself into whatever seems to be needed” (='lgc'>=/= ="trms">fashioned, melted, hammered , soldered and generally forced into the ="trms">natural order)
='lgc'>='lgc'>==> the ="trms">agency that organizes is non-pollutant, non-disruptive, non-energetic
(from) cacophonous ='lgc'>--to='lgc'>='lgc'>--> harmonious ='lgc'>[='lgc'><='lgc'>-- ="trms">technology seeks its home='lgc'>]
sky above, supra-structure ='lgc'>=/= ='lgc'>[='strcls'>*='lgc'>]infrastructure='lgc'>: structure from below
='lgc'>--Simens='lgc'>='lgc'>--> ='lgc'>[='strcls'>*='lgc'>]="trms">technology='lgc'>: apotheosized (تکريم) by extending its self-organizing capabilities, lending it a divinity which is universal, inevitable, ="trms">natural and just (Simens’ ad ='lgc'>='lgc'>==> Iron Man image)
="large lg3" stl="font-size:112%">
supra-structure ='lgc'>='lgc'>--> new / ="ppl">="ppl">Star Trek
|
infrastructure ='lgc'>='lgc'>--> old / planets they visit
the human body='lgc'>: the most depicted object in advertising
='lgc'>='lgc'>--> research tradition='lgc'>:
humans have more synapses for ="trms">interprting face
depiction of female body
male body
sex in advertising
racial marked body
(boring ="trms">questions='lgc'>:)
="lsts lst1">•whether advertising reflects the ="trms">world or shape it
="lsts lst1">•how signs reproduce, create, normalize or subvert the often unequal power structures that exist between male and female bodies
='lgc'>='lgc'>--> ='strcls'>**despite potential ambiguity in images we as visual ="trms">consumers are always ="trms">presented with a “preferred ="trms"nttrm="already,spread">reading”='strcls'>** ='at'>@="frds scrmbld">Pierre, ="frds scrmbld"nttrm="Godard">Goda ='lgc'>='lgc'>--> “image is controlled by discursive limits” (='lgc'>--="frds">Sina='lgc'>='lgc'>--> ="trms">fable of ‘subtlest ideological weapon of advertising’) ='lgc'>--="ppl">Campbell='lgc'>='lgc'>--> paradox of identity construction='lgc'>: the ="trms">consuming subject chooses among a limited repertoire of “iterated” or preexisting identities provided by ="trms">marketing and adertising, steering viewers in preferred directions ='lgc'>[='lgc'><='lgc'>-- a ="trms">fable='lgc'>]
='lgc'>[='strcls'>*='lgc'>]coopt='lgc'>: advertising pretends to acknowl="trms"nttrm="knowledge,Knowledge">edge a competing discourse or ideology, but only pays lip service to it, ignoring its real radical challenge
='thdf'>the idea of advertising='lgc'>: a ="trms">system that instils (القا، کم کم تزریق کردن) products and services with cultural and ="trms">social values that are not intrinsic to them ='lgc'>[='lgc'>~ magic='lgc'>]
='lgc'>='lgc'>--> highly visible display of ruling-class ="trms">interests
='strcls'>*advertising='lgc'> = capitalism ='lgc'>+ ="trms">aesthetics='strcls'>*
advertising='lgc'>: the pre-eminent way in which the ="trms">interest of the powerful minority maintain the docility, alienation, or servitude of the majority (='lgc'>='lgc'>--> ="frds scrmbld"nttrm="Godard">Goda's understanding of pop culture)
="large lg4" stl="font-size:111%">
='lgc'>[='strcls'>*='lgc'>]magic='lgc'>: conjure an object from its immediate ="trms">material rootedness and animate it with a much more potent energy ='lgc'>='lgc'>==> erase human experience of the monotony of ="trms">consumption with its transient satisfactions and reinvigorate it anew with fresh promise-claims
='thdf'>for example advertisement for mobile phone='lgc'> = ='strcls'>*sug="trms">gestion='strcls'>* (about a certain design ="trms">aesthetic ='lgc'>+ a certain tole in professional life ='lgc'>+ a certain sexual appeal ='lgc'>+ a certain ="trms">social ="trms">network) ='lgc'>=/= ='strcls'>*announcement='strcls'>* (about a ="trms">technical device)
(announcement ='lgc'>=/= sug="trms">gestion='lgc'>: the act of advertising)
='lgc'>}='lgc'>--1='lgc'>='lgc'>--> ='thdf'>the idea that advertising's signs='lgc'> = carefully constructed highly selective and distortive ways of seeing ='lgc'>[='lgc'>=/= simple reflections of the state of the ="trms">world='lgc'>] ='lgc'>==(="ppl">Adorno, Horkheimer, ="ppl">Marcuse, Klein, Curtis, Jhally, ='at'>@="nms">apass, ="frds scrmbld">Pierre)='lgc'>='lgc'>==>
="lsts lst1">•false consciousness
="lsts lst1">•commodity fetishism
="lsts lst1">•docility
="lsts lst1">•passivity
="lsts lst1">•manipulation of unconscious desire
="lsts lst1">•environmental degradation
='lgc'>}='lgc'>--2='lgc'>='lgc'>--> ='thdf'>the idea that signs actually achieve their aims (through mortise and framing work, cropping, reification, ="trms">interpellation, cooption, the gaze, face-ism, individuation) ='lgc'>='lgc'>--> ='lgc'>[="ppl">Althusser's='lgc'>] ="trms">interpellation='lgc'>: process by which we are called or hailed into subjecthood through practices imposed ="trms">onto us from outside ="trms">interests, subjects are created through ="trms">material practices (going to church and kneeling down to pray precedes my subjecthood as a spiritual person)
="lsts lst1">•="trms">recruitment advertisement='lgc'>: ="trms">interpellative genre par excellence ='lgc'>~ through the practice of ="trms">response we enter into the predefined param[...]