I opened the
News Paper, today and that was when I saw this (ghost). It is
launched in India after the phantom. The company CEO claims
twenty five units have already been ordered.
The elderly CEO
Sir, Ronald Knight and stands in front of the car as a proud man
of the moment. Behind him, beside the two front doors of the
ghost, stand two models on display.
I wonder why
the advertising world fornicates the gaze of the product using an
older man and younger women. It's a common stereotype observed by
the reader especially with premium automobiles.
advertised-stereotype too common and overused that it is time to
What is the
code that it would be conveying?
(bodies) standing beside the ghost with a pleasant virginity of a
smile, offering the viewer the impersonal project of the body
emotion as well the body itself in the pose of the gaze. Why are
the women standing near the doors, with their bodies bent?
Is it symbolic
way of concealing the graphic to be non-pornographic, or symbolic
as an offering of their bodies to the beast beside it? Visual
codes, especially advertisement of premium automobilesperpetuate
the symbolism of hidden pornography. The women are not lyrically
narrating their bodies as subjectivists, but posing
non-pornographically, yet conveying the same as the code.
The Ghost is a
beautiful, expensive, machine- beast, gazing the thrill of desire
at a viewer who can buy it, and of another, the sucker who looks
at and feels the same emotion.
What about the
camera itself that has captured the gaze? Is it not the phallic
symbolism, gazing (shooting) bodies and beasts and synchronizing
imagery into the seduction of advertised symbolism.
advertising codes just
created by tampering the semiotic (non cognitive affective part
of the human, the irrational, lurking, fantasying REAL or its
primitive ancestor the ID) with symbolic codes that define the
syntax of society's power to own, buy or show.
The people who
would have ordered the 25 units of the Ghost would not be
thinking of it, nor would the company.
I do as I'm
affected and I am finding answers not in the Ghost or its
advertisement, nor in the abyss of my purse, but in
psychoanalysis. I'm happy as I would not be consumed by a
mainstream media, industry, and product as a fetish succumbing to
the burial of my body, drive and emotion to think, feel or even
exist as understanding. I feel it happening all around me and I
resist it by reading and refusing its impersonal, bastardized
gaze, produced to allure the senses and addict the symbolic with
the power of buying and ownership.