Pléyade

No. 6 (2011): Pléyade
Articles

The advertising oximoron

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  • Claudio Celis
Claudio Celis
Universidad Diego Portales

Published 2011-01-23

Keywords

  • advertisement,
  • ideology,
  • society of spectacle,
  • ideological State apparatus,
  • subjectivity production devices

How to Cite

Celis, Claudio. 2011. “The Advertising Oximoron”. Pléyade, no. 6 (January):87-97. http://revistapleyade.cl/index.php/OJS/article/view/255.
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Abstract

The aim of this text is to reflect upon the role that advertisement plays in contemporary society in order to reproduce a specific ideology and thus a specific social order. For this, the text opposes two different modes of defining ideology: on the one hand, as a mere reflection of the society of the spectacle; on the other hand, as a producer of subjectivities. The main hypothesis tries to show that only the second mode can explain advertisement as a broader oxymoron: the postmodern oxymoron. I will try to define contemporary advertisement as an ideological State apparatus (Althusser) and as a subjectivity production device (Foucault).

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