Creative Rhetoric 

Romanticism  is the chosen Creative Rhetoric and the campaign I am basing its use is Lynx Deodorant, the reason I am using Lynx is that it utilises Romanticism is the sense that boys and young males know, "Even Angels will fall" is simply hoax taglines, however, people fall for the product because of their "heart" telling them that girls like or "love" the smell and are infatuated with the smell. However,  logic dictates that realisticly the spray will not do this "pulling" for them, but the audience love the image they are shown of what this deodorant does for them. 
Therefore this demonstrates the use in or the Creative Rhetoric, Romanticism being used to its fullest ability. 

Brand Identity

John Hegarty says "The Issue with brands today is not about whether "it", the product I've just bought, works-I expect "it" to work-but what "it" says bout me."It" becomes a fashion statement. Brands should now be viewed through a prism of style and substance." 

Brand identity links with the identity theory from a post modernist point of view. This is because brands are embedded in peoples mind and fit different social norms, for example the Dyson vacuum, an object that is hidden is most homes, however as John Hegarty says "Mr Dyson and his remarkable eponymous  vacuum cleaner.Perhaps the most remarkable thing about it is that it is about £100 more expensive than its nearest rival." Its just a vacuum cleaner, however, people trust and like the brand therefore buy it because they feel a sense of superioty by owning something from the brand, as now in modern society, brands often can say a lot about the person. 

Further more brands compete with one another for people trust and brands can represent peoples attitude and interests, this links brand identity with brand theory, as John Hegarty says "Brands therefore has to manifest itself in way that makes me believe in them and, importantly trust them".

John Hegarty (2011). Hegarty On Advertising-Turning intelligence into magic.London: Thames & Hudson 

New Media could add to campaigns, this can benefit by.....

• Helps interaction between advertising and the target audience
• Offers possibilities compared to that of 5 years ago
• Can go beyond the generic advertising
• The digital experience adds an emersive useful layer to advertising.
• Provides smaller activities which audiences can embrace
• Apps encourage people to interact with advertising
• Gives people a use for the advertising 
• New Media offers an experience 
• New Media lets people sample the product 

The Implosion of Meaning in the Media

Information can produces meaning (a negative factor), but meaning is lost and devoured than it can be rejected.

The whole ideology of free speech, of of media being broken down into innumerbale individual cells of transmission, is "antimedia".

In Monods Chance and Necessity, no significant relation between the inflation of information and the deflation of meaning.

On the contrary there is necessary correlation between the two, the extent of information is directly destructive of meaning and signification or it neutralizes them.  

Third hypothesis, everywhere socialization is measured by the exposure to media messages.

Everywhere information is though to produce an accelerated circulation of meaning.

Information is though to create communication, there being an excess of meaning which is redistributed in all the interstices of the social.

We are all complicitious in this myth, its the alpha and omega of our modernity, without which credibility of our social organization would collapse.

Rather than creating communication, it exhausts itself in the act of staging communication.

Awakening dream of communication, a circular arrangement through which one stages the desire of the audience, the antitheater of communication. 

Immense energies are deployed to hold this simulacrum at bay, to avoid the brutal desimulation that would confront us in the face of the obvious reality of a radical loss of media.

There is a tautology of the system that the masses respond to with ambivalence, to deterrence they respond with disaffection.

Behind this exacerbated mise-en-scene of communication, the mass media, the pressure of information pursues an irresistible destruction of the social.

Thus information dissolves meaning and dissolves the social, in a sort of nebulous state dedicated not to a surplus of innovation, but on the contrary to total entropy.

Therefore media are the producers not of socialization, but of exactly the opposite, of the implosion of the social in the masses, this is the only macroscopic extension of the implosion of meaning at the microscopic level of the sign.

"Traditional" status of the media themselves characteristic of modernity is put in question. 

Mcluhan's formula, the Medium is the Message is the key formula of the era of simulation.

The Medium the Message not only signifies the end of the message, but also the end of the medium. 

Theres an implosion of contents, the absorption of meaning, of the evanescence of the medium itself, of the reabsorption of every dialectic of communication in total circularity. 

Beyond meaning, there is the fascination that results from the neutralization and the implosion of meaning.

Evidently, there is a paradox in this inextricable conjunction of the masses and the media.

This absence of a response can no longer be understood at all as a strategy of power, but as a counterstrategy of the masses themselves when they encounter power.

Media that induce fascination in the masses.

Moga-dishu-Stammheim: the media make themselves into the vehicle of the moral condemnation of terroism and of the exploitation of fear for political ends.

The media carry meaning and countermeaning, they manipulate in all directions at once, they are vehicle for the simulation internal to the system and simulation that destroys the system.

The subject resistance is today unilaterally valorized and viewed as positive-just as in the political sphere only the practices of freedom, emancipation , expression and the constitution of a political subject are seen as valuable and subversive.

The liberating practices respond to one of the aspects of the system, to the constant ultimatum we are given to constitute ourselves, as pure objects.

To a system whose argument is oppression and repression, the strategic resistance is liberating claim of subjecthood.

Thus strategic resistance is that of the refusal of meaning and of the spoken word.

In formation in which an event is reflected or broadcast is already a degraded form of this event.

Amplification was itself a mortal trap and not a positive extension.

Absolute advertising, Ground-Zero Advertising

Today, we're experiencing the abosorption of all virtual modes of expression into that of advertising. All original cultural forms, all determined languages are absorbed in advertising because it has no depth, it is instantaneous and instantaneously forgotten.

The form of advertising is one in which all particular contents are annulled at the very moment when they can be transcribed into each other.

The whole scope of advertising and propaganda comes from the October Revolution and market crash of 1929. Propaganda becomes the marketing and merchandising of idea-forces, of political "trade mark image"

This convergence defines a society, the same language reigns in both.

Thus the form of advertising has imposed itself and developed at the expense of all the other languages as an increasingly neutral, equivaltent rhetoric, without affects, as an "asyntactic nebula.

Today advertising is no longer a stake, it has both "entered into our customs" and at the same time escaped the social and moral dramaturgy that it still represented twenty years ago.

The "thrill" of advertising has been displaced onto computers and onto the miniaturization of everyday life by computer science. Today publicity has become its own commodity. As a medium become its own message.

Advertising is completely in unison with the social, whose historical necessity has found itself absorbed by the pure and simple demand for the social. The social has lost precisely this power of illusion, it has fallen into the register of supply and demand, just as work has passed from being a force antagonistic to capital to the simple status of employment.

Today true advertising lies therein: in design of the social, in the exaltation of the social in all its forms.

Advertising is the prefiguration of this, the first manifestation of an uninterrupted thread of signs. It is in such a universe that what Virilio calls the aesthetic of disappearance gathers strength. 

Las Vegas for instance one sees that advertising is not what brightens

 or decorates the wall, it is what effaces the walls, that plunges us into this stupefied, hyperreal euphoria that we would not exchange for anything else.

The referential function, the poetic function, the allusion, the irony, the game of words, the unconscious.

That is why it is useless to analyze advertising as language, because something else is happening there, they function on the veritable operation of meaning.

Whatever the subjugation of publicity to management of capital, it always had more that a subjugated function, it was a mirror held out to the universe of political economy and of the commodity. Advertising no longer has a territory.

These supergadgets simply demonstrate that our social monumentality has become advertising.

Speleologists will rediscover it, at the same time that they discover a culture that chose to bury itself in order to definitively escape its own shadow, to bury itself in order to defininitively escape its own shadow to bury its seductions and its artifices as if it were already consecrating them to another world.

Hyper Market and Hypercommodity 

All messages in the media neither inform nor communicate, however, referendum, perpetual test, circular response, verification of the code. 

Billboards and products themselves act as equivalent and successive signs. 

The self service add to the absence of depth.

Repression is integrated as a sign in this universe of simulation.

Circuits of surveillance cameras are themselves part if the decor of simulcra.

Billboards in fact observe and surveil you as well, or as badly as the "policing" television.

The hypermarket resembles a giant montage factory. 

The hypermarket is beyond the factory and traditional institutions of capital, the model of all future forms of controlled socialization: rationalization in a homogeneous space time of all dispersed functions of the body, and of social life.

The hypermarket preexisits the metropolitan area, its what gives rise to metro areas.

The Hypermarket is the expression of whole life disappeared to make room for "the metro".

The role of the hypermarket goes far beyond "consumption".

The "form" hypermarket can thus help us understand what is meant by the end modernity.

It is Hypermarket that establishes an orbit along which suburbanization mover, functioning as an implant for new aggregates.

However, from the moment a function becomes hyperspecialized to the point of being capable of being projected from every element on the terrain "keys in hand".

The new oringinal violence was born in response to the orbital satelization of model (knowledge, culture) whose referential is lost. 

The Implosion of Meaning in the Media

Meaning is lost and development faster than it can be reinjected.

The whole Ideology of free speech, of media broken down into inumerable individual cells of transmission, that is into "antimedia".

There is no significant relation between the inflation of information and the deflation of meaning.

There is no relation between the inflation of information and the deflation of meaning.

On the contrary the correlation between the two, to the extent that information is directly destructive of meaning and signification or that is neutralizes them.

Information is thought to create communication. People are all complicitious in this myth, its the alpha and omega of our modernity, without which the credibility of our social organization would collapse.

Information devours its own content for two reasons.

1. Rather than creating communication, it exhausts itself in the act of staging communication,to hold this siumlacrum at bay, to avoid brutal desimulation that would confront that would confront us in the face of obvious reality.

To this tautology of the system, the masses respond with ambvilance.

2. Media are producers not of socialization, but of exactly the opposite, of the implosion of the social in the masses. This is only the macroscopic level of the sign.

"Traditional" status of the media themselves is put to question, Mcluhan's formula, the media is the message, whihc is the key formula of the era of simulation.

Beyond meaning, there is fascination that results from the neutralization and the implosion of meaning.

Evidently there is a paradox in this inextricable conjunction of the masses and the media.

There is an absence of a response that can no longer be understood at all as a strategy of power, but as a counter strategy of the masses themselves when they encounter power.

Mogadish-Stammheim: the media make themselves into the vehicle of the moral condemnation of terrorism of the exploitation fear for political ends.

The media carry meaning and counter meaning.

The strategic resistance is that if the refusal of meaning and of the spoken word. 

It is the strategy of the masses: it is equivalent to returning to the system to its own logic by doubling it to reflecting meaning.

Strategy of the universalization of differences is an entropic strategy of the system.

Key Points from each Individual Text  

Plato

Platos cave is based on the idea of Line Analogy of Belief and Illusion, and how further philosophers have replaced the cave with cinema and television. 
It describes the ignorance of our human condition.
Platos cave signifies man ignorances, in the sense that these men are shackled and there knowledge of life is limited to a dark cave and that there slavers torture there minds by playing games and showing them images of how the world is, (depicted by the slavers) and that this is the reality there given is the whole truth.
However, the story tells of what would happen if one man finally leaves, the light of the real world hurts and he has to accustom this change of what the real is, compared to that which is slaver have depicted and told him the world is.  
The man would need to grow accustomed to new things he sees. 
Plato then goes to say that if the man were to return to the cave he fellow prisoners would not believe his truth and subsequently kill him because of their disbelief. 
A key point from Platos cave is understand that "the eyes may be unsighted in two ways, by transition either from light to darkness or from darkness to light, and will recognize that the same thing applies to the mind. 
Further more that all all classes should not be given special welfare and that man should link in the unity of the whole. 

The Simulacrum 

French Sociologist Jean Baudrillard talks about the border between art and reality has utterly vanished as both have collapsed into the universal simulacrum. 
Further more reality has become redundant and has reached hyper reality; meaning images breed incestuously with each other without reference to reality or meaning. 

Visual Culture 

Barthes talks about how the reader is invited to use, value and desire, needs and wants.
There can be no perversion in a world without norms.
The people of the post have set out to undermine the validity between legitimate and illegitimate. 
The project of the post is to replace the dominant (platonic) regime of meaning by a radical anti system which promotes the articulation of difference as an end in itself.
Jean Baudrillard declares that appearances can no longer be said to mask, conceal, distort or falsify reality. 
He says people cease to exist as rational cogitos capable of standing back and totalising  on the basis of our experience. 
Further more the "I" is nothing more than a fictive entity, the subject simply ceases...this is the Post Modern Condition and it takes place in the present tense. 
Marx says that "all that is solid melts into air" and that it has been intensified under contemporary "hypercapitalism". 
New commodities untouched by human hands circulate without any reference to vulgar "primary needs" in a stratosphere of pure exchange. 

Simualcra and Simulation

Pretending or dissumulating leaves the principle of reality intact. Simulation threaten the difference between"true" and "false", the "real" and the "imaginary".
Therefore in order to safeguard the truth and to escape the interrogation posed by simulation, the knowledge that truth, reference, objective cause have ceased to exist. 
Military psychology draws back from Cartesian certainties and hesitates to make the distinction between true and false, between the authentic and symptom and the "produced".
Iconoclasts had metaphysical despair which came from the idea that the image of God didn't conceal anything at all and these images were in essence not images, such as the original model would have made them, but perfect simulacra, forever radiant with their own fascination. 
However, it can be said icon worshippers were modern as knowing that it is dangerous to unmask images since they dissimulate the fact there is nothing behind them. 
Western faith became engaged in the wager on representation that a sign could refer to the depth of meaning, and a sign could be exchanged for meaning.
Representation stems from the principle of the equivalence of the sign and of the real. 
Simulation stems from the utopia of the principle of equivalence. 
The transition from signs that dissumulate something to signs that dissumulate that there is nothing marks a turning point. The first reflects a theology of truth and the second inaugurates the era of simulacra. 

The particular challenges of responding to a brief that involves representing different national identities is that it is hard to understand the target audiences'situation and their environment. In addition to this even with research it is hard to understand and grasp their context. Especially compared to advertising to an audience that is not from the same country as myself, means that there is almost a barrier, however, it means that a different approach may be needed as with their social norms being different from the context I am currently in.

However, it does almost offer a sense of freedom with the way I can advertise and create campaigns as it offers the chance for a fresh audience and context.janine.sykes@leeds-art.ac.uk