Contemporary advertising and the paradigm of perversion
DOI:
https://doi.org/10.18568/cmc.v11i30.478Keywords:
Advertising, Consumption, Perversion, Fetishism, VerleugnungAbstract
On the basis of the psychoanalytic model of perverse structure,whose fundamental mechanism is Verleugnung (disavowal), the paper seeks toarticulate the most general characteristics of contemporary advertising. Amongthem, stand out the complicity with the consumer, the subtlety of the message, theconcealment of the lack by fetish, the changing role of authority, the illusion ofomnipotence of the consumer, the shift in emphasis from the desire to the enjoyment,the normalization of transgression, and plasticity of identity.Downloads
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